APPIES Malaysia Campaign Spotlight: How TM turned clicks into Gold

Pakcik Azura Raya

Pakcik Azura Raya

( – Hari Raya, one of Malaysia’s largest festive period, is a popular time for major brands to launch their advertising campaigns. Telekom Malaysia (TM) was no different, together with its agency Universal McCann the brand set up a mission to cut through the clutter of feel-good Raya films and gain over one million views on its social media platforms.

Based on the insights that the fasting month encourages Muslims to be more generous in giving out donations and that Malaysia is the 7th most generous country in the world, the brand provided Malaysians with an opportunity to help the less fortunate.

Rather than telling a story, the brand set up a campaign which enabled audiences to be a part of their Raya tale. How did they do this?

By extending TM’s TVC into a 4 part segment online and gamify each segment. In each segment audiences were prompted to click on different situations in the video to continue viewing. The clicks accumulated by viewers were then translated into real money that TM would donate.
To help spread the word on the campaign the brand used organic and paid content, along with mentions on social channels and influencer marketing.

Suspended Meals

Bringing to life the kindness of the main character in TM’s Raya TVC, #PakcikMisteri, the brand also worked with ‘Suspended Meals Malaysia’ to sponsor free food for the needy and donated the meals under #PakcikMisteri’s name.

By the end of the campaign, the brand received a total of 1.26 million views and 9.3 million clicks from its gamified TVC. Staying true to its promise, TM donated RM30,000 to charity when the campaign ended.

TM results

Campaign result’s for TM’s #PakcikMisteri campaign

Check out the full case study for our APPIES Malaysian Gold campaign winner below:

Agency- Universal McCann
Jennifer Yean, General Manager
Stanley Clement, Executive Director
Muhammad Zaid, Senior Social Specialist
Faten Ashrof, Senior Planner

Client – Telekom Malaysia (TM)
Teh Siow Ling, General Manager
Rohanah Jusin, Assistant Manager
Amin Ariff Asha Ari, Manager
Tajuddin Hanifah, Manager

HANDO speaker

The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.

The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.

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• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
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• Sulin Lau – Head of Marketing Services, Maxis
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• Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges
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Date: September 6th, 2016 (Tuesday)

Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.

For details, contact Ruby on 03-77262588, [email protected]

Download event PDF here

More details 

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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