Staff Writer
Aug 30, 2012

CASE STUDY: Telekom Malaysia updates Hari Raya greetings through Facebook

MALAYSIA - Telekom Malaysia’s youth platform, EveryoneConnects (EC), launched a personalised Raya greeting in Malaysia.

Upin & Ipin send personalised Hari Raya greeting cards on Facebook
Upin & Ipin send personalised Hari Raya greeting cards on Facebook

Aim

As the harbinger of technology, Telekom Malaysia (TM) aimed to give young Malaysians a more fun and engaging way to send Raya greetings, giving new meaning to deep-rooted cultural activities.

Execution

The application allowed the user to wish happy Raya to all their Facebook friends in a fun and entertaining video. The animation included a personal message featuring the username, profile picture and more.

This was the first time Malaysians experienced a personalised greeting through Upin & Ipin, TM’s mascots, which are designed and owned by Les' Copaque Production. The application automatically pulled the users’ personal elements from Facebook and seamlessly weaved them into a beautiful story around the finer elements of Raya including the home, delicious food and fireworks.

Prashant Kumar, president of World Markets Asia said: “EC has combined the most popular elements in Malaysia to personalise the most relevant cultural festival, Raya. The campaign has infused technology with cultural insights, creating an execution that is highly relevant. The content is both sociable and entertaining, making it the perfect message to go viral.”

Users can take screenshots of the greeting cards in action with profile picture from the brand's Facebook page.

Result

So far, more than 20,000 cards have been sent out, reaching more than 5.2 million people on Facebook, according to the TM.

 

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

40 Under 40 2024: Yong Ping Loo, TBWA

With a winning mix of creative and commercial acumen, Loo is a social media maven whose out-of-the-box ideas have been instrumental in driving TBWA's growth.

2 hours ago

Hakuhodo announces new leadership in planned transition

A leadership reshuffle at the Japanese ad powerhouse sees experienced executives step aside for a new crop of male leaders taking the helm.

2 hours ago

How AI is reshaping the dynamics of ad fraud

Faced with an an alarming rise in invalid web traffic due to the rise of AI-powered crawlers and scrapers, Campaign explores the strategies advertisers can implement to mitigate the impact of evermore sophisticated AI ad fraud schemes.

3 hours ago

Is CTV the new primetime for advertisers during ...

While traditional TV holds sentimental value, CTV offers advertisers precision, measurability, and creativity, says Xapads’ Edo Fernando.