The challenge was to convince consumers that the fastest network in Malaysia was about to get a whole lot faster. To say fast was one thing. To show it was another. And who better to express it than the world’s fastest man - record-breaking Gold Olympian, Usain Bolt? Bolt became the face and the living embodiment of Celcom 4G LTE, promising uncompromising mobile Internet speeds.

By combining “BOLT” and “SPEED”, the first thing that came to mind was the phrase “LIGHTNING SPEED”. Hence the visual shows a lightning bolt. The shape of the lightning bolt is formed through light sculpture of Usain Bolt in sprinting action.

The equity generated by Usain Bolt was truly a welcome burst of adrenaline for Celcom in the race for 4G supremacy in Malaysia. It was very much the talk of the town and was a buzz on social media. All marketing objectives were fulfilled.