Celcom | World Cup Blue vs the Rest | Malaysia

The campaign, featuring lots of furry teddy bears to lure football fans and general public, launched in phases.

Creative agency M&C Saatchi Kuala Lumpur, along with production company Mojo Films and Hong Kong animation house Many Many, have created a 3D television commercial titled ‘Stadium of fans’. The commercial sees an entire stadium filled with teddy bears screaming their support for the World Cup.

Celcom has also sectioned an online site ‘Blue vs the rest’ which hosts online games, downloadable goodies and promotions. Other above-the-line formats include 3D outdoor displays in restaurants, cafes, plasma TV ads and building wraps.

In addition, new subscribers to services including Celcom Exec, Celcom Broadband and Celcom Blue this week can collect the Celcom Blue Bear representing eight different countries. Cash prizes are also given away everyday via SMS registration.

The project tagline ‘Let the world battle begin’ signals Celcom intention to challenge other telco players in the market and offer their customers the best possible service.






Credits:
Project Celcom Football Campaign
Client Celcom Axiata Berhad
Creative agency M&C Saatchi Kuala Lumpur
Executive creative director Henry Yap
Associate creative director Jeff Ooi
Senior art director Ken Lee
Senior copywriter Casey Loh
Senior producer Evelynn Tan
Media agency ZenithOptimedia
Production companies Mojo Films, Many Many Hong Kong
Exposure Television, print, outdoor, BTL, online, ambient