Everyone Connects is a social movement based on the concept that ‘connections make anything possible’. The biggest challenge is to bring the power of word-of-mouth to live. Led by Universial McCann Malaysia, the campaign is rolled out in phases to strategically amplify the buzz effect along the way.
To start the movement, an anonymous soundtrack Through My Window was aired across the nation with a message on opening up for collaborations. Radio DJs and citizens of Malaysia thereafter created a frenzy across the online community about the mystery singers. As the story unfolded, a start-up group called Bunkface was revealed, readying the TM project to open up on a bigger scale.
On-ground karaoke events and online elements are now open to fans. People can remix the official campaign soundtrack and create their own dance moves in a virtual setting. The campaign encourages independent music groups to audition for a spot on the site and play live at the Everyone Connects finale.
CEO Prashant Kumar of Universal McCann, said, “one thing about this target [the youth market] is that their media usage is extremely fragmented, they have above average cynicism, and they do a lot of media meshing. So, one of the challenges was how to open their hearts and make them trust us.”
“It gets even more exciting as we go ahead, so watch on,” Kumar urges.
This campaign is an attempt by TM to gain market share and stay top-of-mind among young opinion leaders in the community.
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Credits:
Project Everyone Connects
Client Telekom Malaysia
Creative agency DraftFCB Malaysia
Lead account leader Murni Maria
Lead creative Jam Ariffin
Integrated communication agency Universal McCann
Project leader Ramakrishnan CN
Lead communication planner Jane Chong
Digital strategist David Fu
Integrated coordinator Hanim Mazam
Exposure Television, print, radio, outdoor, online, events
