Created by BBDO Malay-sia, the tactical campaign consists of two TV spots entitled 'Master payment' and 'Proposal', as well as print and outdoor. According to Hotlink business unit head at BBDO, Michelle Yoong, the campaign highlights Hotlink's football-oriented services such as downloads, match and score alerts, team news, video streaming and limited edition top-up cards and free posters.
The 'Proposal' spot shows a man proposing to his girlfriend over dinner. Much to her horror, as he shows her the ring a collective "no!" erupts from other male diners in the restaurant — it turns out they are receiving football updates on their mobile phones.
Rival telco Celcom also launched a football-oriented initiative earlier this month (Media, May 5), including its 'Football-mad nation' campaign, for which an MTV-style music video was produced.
