Matthew Miller
Jun 25, 2014

Cambodia's Cellcard aims for hearts with 7-minute film

CAMBODIA - With ad agency Phibious, Cambodian mobile-network provider Cellcard launched an ambitious film to connect with its customers through a gritty family story.

The seven-minute film, titled 'Toy car' (a three-minute subtitled cut appears above), centres on a boy's good-hearted attempt to help his family's financial woes. He does so by trading a prized toy in order to upgrade the family's cellular service—a critical lifeline to a wealthier family member in a distant city—after his mother admonishes his father for "saving on the wrong things" by going with a cheaper alternative.

As such, the film connects to the brand promise of better connections and reliability. And although it goes in for a hard sell at the end, the performances and film craft make it effective overall.

The seven-minute version aired on television and the brand's social-network channels, YouTube and Facebook, beginning in March. The film resonated with relevance for Cambodia’s majority of low-wage earners, according to the brand. The audience gave it nearly 12,000 likes and 2,800 shares in a span of weeks.

Kenny Lim, the agency’s regional director, said the agency is focused on “creating meaningful conversations for and between Cellcard and its customers, and to mark an evolution in its brand communication.”

Cellcard’s head of marketing, Palani Periakaruppan, said effective collaboration between the brand and the agency is creating "real brand differentiation via innovative creative executions to break through the clutter and drive more brand into customer choice decisions in the Cambodian mobile market.”

Malaysian filmmaker Barney Chua directed the commercial.
Agency : Phibious Cambodia
Creative Lead :  Izwar Zakri
Agency Producer : Engrid Rosal
Business Director : Kevin Phang
Account Manager : Mardy Cheav

Production house : FilmBase Asia, Vietnam
Film Director : Barney Chua
Executive Producer : Malcolm Soh, Phoo 
Audio : AddAudio, Malaysia

Related Articles

Just Published

2 days ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

2 days ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

2 days ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

2 days ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.