M&C Saatchi (M) Sdn Bhd, Malaysia wins Bronze for “MeReka Merdeka by Celcom” at APPIES APAC 2022

Starting this week, MARKETING Magazine will be featuring the Bronze winners of APPIES Malaysia and Asia Pacific 2022 Marketing Campaign Awards by sharing the campaign stories.

M&C Saatchi (M) Sdn Bhd, Malaysia awarded Bronze for their campaign with Celcom Axiata under the category of Best in Pro Bono / Festive / Govt / Entertainment.

Their brilliant approach to fight covid really captivated not only the judges during the live presentation but also the attendees and viewers of the campaign.

Since COVID-19 in 2020, Malaysians have battled unfavorable economic conditions with many losing their source of income. To truly live up to its reputation as a brand which advances the lives of its consumers, Celcom wanted to use its power for a greater good. 

Envision to think differently, going beyond a one-way message of hope, optimism, care and instead deliver a campaign that was welded into actionable outcomes.

MeReka Merdeka was thus conceived out of the desire to fight a common enemy and help Malaysian who needed it most. 

Bringing together Malaysians from all walks of life, Celcom harnessed creativity for a greater good to generate tangible fruits i.e., income for Young Malaysians and Solopreneurs with the key purpose of alleviating their financial burdens. 

With average media investment, the extent of participation and support seen within the community serves as a strong testament to Malaysians’ unity in helping one another during a dire time.