Telekom Malaysia rolls out fixed-line push

Led by Dentsu, with media by ZenithOptimedia, the campaign aims to position fixed-line as the more reliable alternative to mobile phones. The campaign also pushes the company's mobile-like services - consumers will be able to send text messages to fixed-line phones, and store names and addresses in fixed-line handsets. Broadband, business usage and teleconferencing packages will also be promoted.

"Fixed-line has long been taken for granted, and high mobile phone penetration and lifestyle changes have slowed its growth. We want to rejuvenate it in the eyes of the consumer and reduce customer churn,"  said Zuraida Mohamad, marketing director of   Telekom Malaysia.

‘The creative idea is that if people want real, in-depth conversations, they'll have them on a fixed-line phone in the comfort of their own homes. It's harder to have a long conversation on a mobile phone - and it's often more expensive. We also want to move away from a perception that fixed-line is boring and limited by a cord."

The campaign will run across TV, print, radio, outdoor (planning and buying by Kinetic Worldwide), online and cinema, and also includes on-ground promotional activity. It will target families and small and medium-sized businesses. Mobile marketing will also be used to sell TM's new fixed-line packages.

Fixed-line telephone businesses have experienced decline in Malaysia, where mobile phone penetration rose to almost 90 per cent of adults last year as local operators slashed rates for pre-paid phones to as little as RM5 (US$1.40).