TM invests millions into webe’s campaign launch

(Marketingmagazine.com.my) – webe (formerly Packet One Networks)Telekom Malaysia Berhad’s (TM) newly launched digital mobile service provider, has kicked off its pre-launch marketing campaign ‘850 by webe’ to engage consumers ahead of its commercial launch.

Lai Shu Wei, Chief Marketing Officer, webe said the 850 by webe campaign gives users a taste of the new mobility brand’s philosophy – ‘start here. go anywhere’, even before products are officially launched.

“When we announced webe in April, many were surprised we weren’t launching any plans yet. This was intentional. We want to do things differently – not charge into the market with gigabytes, price plans and contracts. We have no interest in being the “no 5” telco or “just another telco.”

“Today, we’re something entirely different. We want to engage consumers differently – we want members, not customers. And as a brand we want to touch on the communal energy in Malaysia to make positive change happen in Malaysia. This is why we designed the 850 by webe campaign to be centred around not just getting rewards, but giving rewards back to your community,” he added.

The campaign which will run for 7 weeks, kicked off yesterday with an on-ground event in Sunway Pyramid where a maze was built and shoppers were given one minute to scan the QR codes and start winning prizes.

By downloading the webe850 app, users will score points and receive rewards that will be stored on a virtual wallet. By playing games and engaging in activities, consumers will be able to amass a higher number of points, giving them them the opportunity to unlock bigger and better rewards.

A total of RM6 million, worth of prizes are up for grabs, they include a private Island getaway, a private car and chauffeur for a year, a castle stay and a year’s worth of free data.

Agencies which work on the campaign include Grey for creative, m/Six for media and ZenoGroup Malaysia for PR.

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