The new initiative, conceptualised by M&C Saatchi, builds on the ‘Power’ brand campaign launched in 2006.
According to Joanna Ng, account director, M&C Saatchi, the push is necessary to shift a perception that the telco’s customer service is shoddy.
“We did some research to find out what Celcom’s strengths and weaknesses are, as perceived by consumers. The results showed that when it comes to customer service, Celcom ran the poorest among telcos. Clearly, it needs to redefine itself,” said Ng.
The agency decided to put a human face to Celcom’s customer service with the creation of a persona, Anna.
Used throughout its below-the-line executions such as door signages and tent cards, Ng said Anna would provide an “identity instead of a generic, undifferentiated customer service”.
M&C Saatchi worked with the client to create a new uniform for its customer service team that the agency described as “sleek, authoritative without being overbearing”. The agency also helped update the interior design of the Celcom branches and key dealer stores, turning them into modern outlets dressed in Celcom’s corporate colour, blue.
A 60-second TV spot (‘Samaritan’) and press ads in Bahasa Malaysia, Mandarin and English, present Anna as someone who helps to bring good news to consumers via the mobile phone. It ends with the tagline ‘Let me make your day’.
In Malaysia, Celcom faces stiff competition from Maxis - which holds 40 per cent of the market - and DiGi.
