Hotlink in new approach

Hotlink, Malaysia's largest prepaid mobile phone service, has unveiled its first major repositioning since its launch nine years ago.
Maxis Communications' Hotlink is bidding that its new BBDO-created 'Life unlimited' drive will spur greater data traffic and push revenue upwards, given that mobile penetration rates in Malaysian cities have hit around 90 per cent. With little user growth available, the brand is hoping that by positioning itself as an entertainment provider, it can keep both consumers and the bottom line happy.
"On the one hand, the telecom market in Malaysia is reaching saturation and consumer needs are moving beyond basic connectivity and value. On the other, youth lifestyles are converging internationally to reflect a predominance of entertainment and adventure," said Chee Loo Fun, head of prepaid marketing at Maxis' consumer business division.
"At a brand level, the ultimate challenge for us is to educate consumers to upgrade from brand preference dictated by basic telephony needs and value propositions to one based on brand relationship and service experience."
The new work drives Hotlink's suite of music, games and other data services. "You can't depend on voice and SMS any more," said BBDO Malaysia strategic planning director Arindam Chatterjee. "So, data becomes more important. Youth are using handsets as devices which turn their idle moments into active ones."
The repositioning follows Proximity's launch of Hotlink's Music Zone website in June, since when the agency scooped the brand's complete interactive account. The brand is looking beyond the functional aspects that have characterised competition with Malaysian rivals Celcom and Digi, and is eyeing the space owned by players such as iTunes.
"Everyone has identified this as the next wave for telcos," said Chatterjee. "But no one has activated an entire brand positioning around it."
The new work uses the 'unlimited' tagline in various scenarios: music, play, fun and friends, along with a creative approach that highlights exaggeration. The campaign includes outdoor executions in Kuala Lumpur and other Malaysian cities, in addition to TV, print and online.
The drive comes as BBDO and Proximity bulk up their teams in response to the increasing business from Maxis. At Proximity, business director Robert D'Arcy Ryan arrives from Wunderman Dubai, while strategy and planning director Vikram Sithasanan joins from Arachnid Malaysia.
Meanwhile, BBDO has named Mun Tuck Wai as CD. Mun was at Naga DDB for six years.