Hyppnormous Deal
HyppTV from Telekom Malaysia is country’s first and only IPTV [Internet Protocol TV] service that comes bundled with country’s most trusted Broadband Connection. Currently it reaches to an estimated 850,000 households who either opt for one of the two Broadband brands from TM: UniFi [Fibre Optic Broadband] or Streamyx service [Copper High Speed Broadband] connection depending on the area it is offered in.
Consumer Context:
Interestingly, despite of HyppTV offering some of the world class content with over 50 premium HD channels from the world of BBC, Best in Asian Entertainment from HK, Japan, korea, Best in Kid’s Entertainment and Best in Sports all for as low as RM.30/month, the paid subscription for the service remained at 20% of HyppTV universe.
Planning & Execution
THE INSIGHT:
Various consumer contact programs brought forward few interesting perspectives:
1: Inertia created by a habit of watching Cable and Satellite programming
2: Lack of knowledge about what Hypptv was offering as a service as most Malaysian was choosing Telekom Malaysia for its high speed trusted Broadband Services.
Besides, Consumer User Group & Focus Group studies showed that once people
experience what HyppTV has to offer they get hooked onto its content.
STRATEGIC MARKETING INNOVATION
Think like a Broadband Player & not IPTV
Telekom Malaysia decided to leverage its position as country’s preferred choice of
Broadband to activate and build value for HyppTV in Malaysian homes. The premise of ‘My Broadband Entertains Me, Excites Me, Engages Me, Enriches my life was born’
CAMPAIGN CONCEPT INNOVATION:
‘Get a Free Upgrade to higher Broadband Speed, when you subscribe to a HyppTV Content pack’ was meant to leverage on TM’s equity of the most stable and high speed broadband network
The Intent was simple:
If you are a new subscriber looking for a Broadband connection, you get double the speed at same market price when you subscribe to a HyppTV pack.
And if you are an existing subscriber you get a free upgrade to double broadband speeds when you activate a Hypptv pack on your current bill.
Effectiveness / Results
1: Brought in 75,586 new quality subscribers into TM’s fold with an average
Broadband pack speed of 5 Mbps vs. the conventional new subscribers at 1
Mbps
2: The new HyppTV paid activations virtually doubled the Hypptv paid
subscription base and today account for almost 40% of the total paid
subscriptions
3: Over 26,724 existing subscribers activated their Hypptv subscriptions to
paid format
4: The nationwide roadshows saw over 75,000 Malaysian homes and families
sample the world class HyppTV content