(marketingmagazine.com.my) – By: Akmal Ariffin
BBDO and U Mobile collaborated in a daring satire about competition among Malaysian telcos. The ad has gone viral and in just 48 hours, with the two videos garnering a total of 110,000 views on the brand’s social media platforms. The video shared on Malay language online news portal, MyBuletin received over 332,000 views on its Facebook page.
The Telcolympics ‘data rhythmic’ ad is a competition where the rivals of U Mobile fell flat as they did not have enough data, have a limited period of usage or unable are to perform in 3G as it is only available in 4G. While the ad does not name names, iconic colours representing popular Malaysian telcos were featured as the competitors.
When asked by MARKETING, VJ Anand, BBDO’s Executive Creative Director explained that they were going to advertise it on YouTube, print and TV. It is in Malay as they were targeting the Malay masses and they feel that humour works better in Malay market.
“It’s like what P.Ramlee used to do. He used satire and it was so good in BM. Plus the prepaid segment for us is a Malay segment. Best to speak to them with the kinda humour and language they can relate to most.” VJ shared.
He added that brave clients such as U Mobile challenges the agency to push the their boundaries and inspired them to do something ‘naughty’.
“U Mobile has always embraced the position of the challenger brand, with the intention of relentlessly pushing the boundaries of their offers for the benefit of everybody in Malaysia. We felt that the best way to express this was to capture the friendly spirit of competition, in this case, a spoof of the Olympics, where we don’t just talk about what we’re good at, but to also challenge others to respond, so that ultimately, the consumer wins. In fact, we’re willing to bet that when this article goes out, some telcos would have already reacted to the campaign in a big way…and that’s to be expected and embraced” said Rafiq Ridzwan, Planning Director, BBDO Malaysia.
“The competition between telcos is serious business, but it needn’t be addressed in a necessarily serious way. Add that to the fact that most features in telco plans go unnoticed or unquestioned and you get a campaign that reveals every plan out there for what they truly are – in the most entertaining way. At least we’d like to think so. It’s a ballsy campaign that first needed approval from a ballsy client, and we can’t be happier to have a daring client such as U Mobile.” Shune, Creative Director for BBDO Malaysia added.
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