Created by M&C Saatchi Malaysia, the TV-led initiative aims to reinforce the Celcom 'It's in your hands' positioning by invoking a feeling of power through two phases of a campaign using celebrity icons from the local and international entertainment worlds.
The first phase reaffirms Celcom's commitment to football in the run-up to the World Cup. Launched on May 20, the 60-second spot was shot at Manchester United's Old Trafford grounds and features football icons such as Arsenal's Robert Pires, Manchester United's Ryan Giggs, Newcastle's Michael Owen and Liverpool's Steven Gerrard, who also recently starred in the Carlsberg's first global TVC that featured the entire Liverpool team. Directed by UK- based film director Terence Stevens, the power and skill of the footballers and that of Celcom is demonstrated by them playing among the keys of a mobile phone.
"These players exude determination and are constantly striving for perfection in their game. They mirror Celcom's brand values and determination to be the most powerful brand in this country," said Celcom CEO Shazalli Ramly.
The four players are scheduled to visit Malaysia in August or September to shoot another commercial.
According to M&C group account director Bee Yin Low, the campaign's second phase is scheduled to launch in Q4 and will star popular singers such as Singapore's JJ Lin and Wang Lee Hom from Taiwan.
Print, online and outdoor will also be running as part of the initial three-month burst. Tactical ads for Celcom's pre- and post-paid sub-brands also featuring the footballers will be launched in July, in addition to four 15-second TV spots with 'power' testimonials from each of the players.
Celcom has also bought the rights to use the images from the FIFA 100 Centennial book, compiled by football great Pele, to be used as mobile content and as part of its communications. The telco also sponsors the Brazilian World Cup team.
