BBH kicks off 'Yes' campaign for YTL's 4G mobile internet network

The first phase of the 'Yes' campaign will see the launch of ten television commercials, plus a series of print and outdoor.

The TVCs feature the faces of Malaysians from all walks of life, responding to a 'Yes' moment in their lives. Each execution captures their smile in extreme slow motion (up to 1,000 frames per second) in reaction to a 'Yes'.

To reflect the brand’s positive approach and assert Yes network's unique internet with voice offering, the campaign ends with the strapline - 'Amazing things happen when you say yes.'

The integrated brand campaign, which includes strategy, corporate identity and packaging, retail experience, communications and activation is rolling out across Malaysia over the next few weeks and months.

Commented Wing K Lee, CEO of YTL Communications, “This is an ambitious task for us, and we wanted to create a campaign that will resonate throughout the country. Our creative partner BBH has created work that beautifully captures our simple message of bringing positive change to all Malaysians.”

Director of its ten films is Royston Tan, one of Southeast Asia’s most exciting film directors. Tan is best known for his award winning short films ‘15’ and ‘Sons’.

Added Noel Yeo, creative director, BBH Asia Pacific, “Here was a possibly crazy idea. Use a high-speed camera to capture something slow. That’s exactly what BBH did: showcase the birth of a smile across a face."

Arguably known to be one of the biggest single new accounts in Southeast Asia this year, BBH Asia-Pacific scooped YTL creative business earlier this year in partnership with three Malaysian based agencies - digital agency Agenda, media agency Carat, and Alpha 245 - for local implementation.

YTL’s launch of its 4G mobile internet service is the first phase of a network roll-out that will culminate end-2011 with the world’s first nationwide wireless hybrid TV service.

Over US$850 million has been spent on infrastructure, and an agreement was recently signed between YTL Communications and next-generation TV innovator, Sezmi Corp giving the former the rights to deploy hybrid TV service in Malaysia and throughout Asia-Pacific.