The May Adwatch chart in Malaysia has once again been largely dominated by telco brands; however, it was fastfood brand KFC that swiped the top spot with a viewer recall rate of 93 per cent.
Telekom Malaysia took third place, with Maxis in eighth, 11th and 17th, and Celcom landing seventh and15th place. Telekom Malaysia's latest TV offering was part of a recent corporate rebrand, which now means that the brand is known only as TM in all its corporate communications. The rebrand was an attempt by the company to streamline its product offering, including new retail outlets, products and packages, online payments sites, billing choices, a simplified product range and simplified access numbers. The brand also launched a new logo and 'Opening up possibilities' tagline. "The ad is about how TM is not going to treat its customers as numbers and is going to try to get to know the real you," said Chris Howden, TBWA's head of creative, "The scenes are touching, real and humorous, showing all walks of life -- which is why it probably touched the hearts of Malaysians."
Telekom Malaysia took third place, with Maxis in eighth, 11th and 17th, and Celcom landing seventh and15th place. Telekom Malaysia's latest TV offering was part of a recent corporate rebrand, which now means that the brand is known only as TM in all its corporate communications. The rebrand was an attempt by the company to streamline its product offering, including new retail outlets, products and packages, online payments sites, billing choices, a simplified product range and simplified access numbers. The brand also launched a new logo and 'Opening up possibilities' tagline. "The ad is about how TM is not going to treat its customers as numbers and is going to try to get to know the real you," said Chris Howden, TBWA's head of creative, "The scenes are touching, real and humorous, showing all walks of life -- which is why it probably touched the hearts of Malaysians."
McDonald's came in at fourth place with a recall rate of 88 per cent. Created by Leo Burnett, the TVC promoted McDonald's new music CDs, showing office equipment coming to life to form part of a musical beat. The hero of the TVC is seen enjoying the music while he eats his McDonald's meal and it soon escalates to the whole city joining in.
"In keeping with our brand positioning of 'Forever young', this TVC focuses on the young adult targets' passion for music," said Jenny Loh, brand integration director, Leo Burnett-Arc Worldwide. "The young executive enjoying his Big Mac late at night in the office directly relates to our target -- upwardly-mobile young adults."