Telekom Malaysia: How TM gamified a TVC to help those in need

This case study describes a campaign by Telekom Malaysia (TM), Malaysia's biggest broadband provider, which used an emotional video as a platform for gathering charitable donations during the religious festival of Hari Raya.

Telekom Malaysia: How TM Gamified a TVC to Help Those in Need

Campaign details

Brand owner: Telekom Malaysia BerhadLead agency: Universal McCann, IngenuityBrand: Telekom MalaysiaCountry: MalaysiaIndustry Telephone & internet servicesMedia: Content marketing, Internet - microsites, Newspapers, Online video, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Hari Raya, an important religious festival celebrated by the Muslims in Singapore and Malaysia, is an extremely busy period for advertisers. Telekom Malaysia (TM) wanted to release a special Raya video with the purpose of gaining one million views on...

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