MEASAT Global Berhad has appointed FCB SHOUT as its creative agency of record for their first consumer brand, CONNECTme, following a competitive pitch process. The pitch required independent agencies to develop a comprehensive content strategy, craft a sustainable narrative and amplify brand relevance, all aimed at elevating the versatility of CONNECTme and its significant impact on providing broadband services to rural communities.
MEASAT is dedicated to closing the digital connectivity gap and fostering a better-connected future for all Malaysians by expanding high-speed internet accessibility in underserved rural regions. Following an extensive evaluation process, FCB SHOUT emerged as the preferred choice due to their strategic capabilities, data-driven innovation, extensive brand expertise and impressive track record of revolutionary creative thinking.
The appointment takes immediate effect with FCB SHOUT working with the Trapper Media Group to fulfil the appointment’s media remit and MEASAT’s incumbent PR agency, Rantau PR.
Commenting on the win, Syahriza Badron, General Manager, FCB SHOUT said: “Upon receiving the opportunity to work together, we immediately recognised that the key to fortifying the brand is by championing its vision to bridge the digital divide between urban and rural areas.
We look forward to working with MEASAT to put the CONNECTme brand on the map in an even better way, and we’re really excited to bring an insightful idea to life cohesively across every touchpoint and position CONNECTme as the catalyst that enables a digitally inclusive Malaysia.”
Ganendra Selvaraj, Chief Commercial Officer at MEASAT, explained why FCB SHOUT was selected, saying: “We partnered with FCB SHOUT as they effectively showcased their creative skills and conveyed MEASAT’s message through this campaign.
Despite the technical nature of satellite broadband, our goal was to highlight how our CONNECTme services, which are readily available in rural and remote areas, can unite people and strengthen connectivity across Malaysia, even in areas without terrestrial coverage.
FCB’s approach made our message more personal and relevant to Malaysians.”
In conjunction with Malaysia Day, FCB SHOUT created the “CONNECTme to a Bigger World” idea, which was brought to life through a brand film narrating the story of a letter from MEASAT to Malaysia.
The use of the tilt-shift effect in the film beautifully encapsulates how CONNECTme is capable of connecting Malaysians to a world that extends far beyond the one they know, perfectly embodying MEASAT’s brand mission to pave the way for a brighter future that connects Malaysians and bridges the digital gap in regions lacking in 4G, 5G or fibre technology coverage.
Anndrea Lye, Senior Copywriter, FCB SHOUT added that: “As we embarked on this campaign, we had a clear strategy and creative approach in mind – that’s to highlight the relatively smaller world experienced by Malaysians at present, especially those within rural and remote areas, and to illustrate the immense expansion of the world they could be a part of when they’re connected through CONNECTme.
Which is why we chose to visually represent our target audiences in miniature form, juxtaposed against a super-sized letter – a striking contrast that effectively conveys the differences between their present situation and the boundless possibilities that open up with access to the internet.
By consistently translating this theme across our brand film and creative materials, we’re able to introduce MEASAT’s mission and demonstrate that Malaysians can take a significant step towards a bigger world with CONNECTme.”
The campaign launched on 16 September and runs across digital, radio and social media.
In addition to winning over MEASAT, The Shout Group has also been shining on the awards stage with FCB SHOUT achieving a remarkable feat by being crowned as the “Overall Agency of The Year” for the third consecutive time at Marketing Interactive’s Agency of the Year Awards, while also securing the esteemed title of “Advertising Agency of The Year” at last month’s APPIES Malaysia Awards organized by Marketing Magazine.
The agency has also impressively acquired 15 new clients and secured significant business wins, including three key brands under Etika: Pepsi, Wonda, Tropicana, Mi Sedaap, P&G’s Febreze and the premium baby care brand Offspring, resulting in a remarkable two-fold growth compared to the previous year.
CAMPAIGN CREDITS
Title: CONNECTme to a Bigger World
Client: MEASAT Satellite Systems Sdn. Bhd.
FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer Wang
Creative Directors: Jonathan Chan, James Voon
Senior Copywriter: Anndrea Lye
Senior Art Director: Shamns Ooi
Copywriter: Sal Abdul Malik
Senior Brand Director: Diana Chua
Brand Director: Ida Rahayu Zainol
Brand Manager: Jane Leong
Project Manager: Megan Chin
Project Executive: Iffah Miza Fahmi
Senior Producer: Amin Taib
Media Agency: Trapper Media Services
Integrated Director: Raimie Wan
Senior Integrated Manager: Louie Lim
Senior Integrated Planner: Fatin Afiqah Mohammad Darus
PR Agency: Rantau PR
Chief Strategy Consultant: Julia Nicholas
Chief Content Consultant: Joanne Goh
Account Manager: Leia Damayanti
Senior Account Executive: Ashwinder Kaur
Senior Account Executive: Keziah Vergis
Production House: KDCO
Film Director / DOP: Aaron Wong Kang Yong
Executive Producers: Mohd Effendy bin Harjoh, Nor Syamimi binti Ali
Producer: Nurul Syazwani binti Ishak
Offline Editor: Tan Swee Tong
Color Grader: Ahmad Hilmy bin Ahmad Momfathel
Online Editor: Phang Chun Min
Audio House: Crosstown Connection
Producer / Sound Engineer: Ananth Kumar
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