Developed by M&C Saatchi with media handled by ZenithOptimedia, four TVCs push the tagline 'We give you the power of true connection. The rest is up to you'.
"The Celcom user is always empowered with the best technological connection and this ensures that he or she will always be connected emotionally with the people that matter," said M&C Saatchi CD Anthony Wong.
Airing on Astro, TV2, TV3, ntv7 and 8TV, the spots, 'My Z3', 'Sinesh', 'Girlfriend' and 'Torchlight', do not use models or actors. 'Girlfriend' shows a young pizza maker distracted from his work by a Bollywood style film in which the lead actress loses her sari during a dance sequence. He then sends an SMS to his girlfriend, saying 'beautiful Bollywood girl reminds me of you'.
The aim is to differentiate the brand from key competitors Digi Telecom and Maxis. "The glossy, quasi-hip, surreal milieu and ultra-beautiful protagonists of the telco ad universe are discarded," said Wong, "These protagonists are real Malaysians who come with their own unique but identifiable foibles and idiosyncrasies, as well as quirkiness and charm."
'Real' appeal in Celcom thematic TV campaign
A new thematic TV campaign has been rolled out for key Malaysian telco player Celcom that will set the tone for the brand's development over 2005.