M&C Saatchi launches cheeky new campaign for Celcom

Riding on a post-Lunar New Year theme, subscribers can double their prosperity by reloading more often.

The agency says that to show how serious Celcom gets when it comes to rewarding its customers, the asterisk sign (*) on Celcom Reload* is actually a combination of the plus (+) and multiply (x) signs. The plus sign means the more times you reload, while the multiply sign indicates the more rewards you get from Celcom.
 
From now until 28 February 2011, every reload of a minimum of RM10, rewards subscribers with free talk time, calls and SMSes. And by reloading more than 10 times in a month, subscribers stand a chance to be rewarded with RM8,888.
 
M&C Saatchi spokesperson says it was no easy task demonstrating that life is just more rewarding the more often you reload.

Together with Australian film director David Rechtman and Carrot Productions, M&C Saatchi created a tongue-in-cheek approach by getting people from all walks of life to confess the number of times they reload in a month. Fuelled by the joy of getting rewarded for reloading, these ‘sharing a secret moment’ vignettes also romanticised the act of reloading. The campaign is also supported by print, radio and at all points of sale.

Credits:

Account Management Janice Wee, Arif Khalid
Creative team Zamri Dzakaria, Pauline Ang
Producer Joan Fadzil
Film Director David Rechtman
Production house Carrot Films