The campaign, created by M&C Saatchi, announces the arrival of the first portable high-speed connection in the market, ahead of rival and market leader Maxis. The campaign explains how a Celcom mobile broadband USB modem gives users mobility and immediacy with the strapline ‘Plug In. Log On.’
A series of TV spots, print and point-of-sale have rolled out, with an emphasis on out-of-home.
“Launching first has helped Celcom steal a march on Maxis, winning customers before it launched its own mobile broadband product,” said M&C group account director Bee Yin Low.
