To position Speek as the mobile prepaid mobile phone service to keep teens in touch and entertained. A multimedia approach that touched our target at every level and provided entertainment and communication:A Street Party launch complete with bands, dancers, giveaways etc.A “Bored” game insert in newspapers that had fun and keepability value.An SMS guide insert in papers that likewise provided long term value to a fickle audience.An opportunity to phone-in views to leading entertainment and lifestyle magazines (Lime, URTV and Attitude).The painting of buses and trains taking teens to school and collegepostcards in cafes and bars.Street presence via vertical banners around key meeting / hangout places.Speek.com.my website for teens to share views and hangout together in cyberspace.CD-Rom giveaway on purchase with games, screen savers, dial tones etc. Starcom findings from previous research conducted with teens had told us that they were a) disillusioned with traditional media in both TV and print,b) skeptical of conventional ads trying to sell them something,c) living in their own little world that necessitated messages being tailored for them and not their parents, d) mobile and easily bored.

From this basis we were able to take the traditionally large TV budget and convince client and creatives alike to work on creating a ‘Speek universe’ in parallel to the one our teens occupied. In a market where telecoms are the second largest advertisers, we were able to eschew the normal dependence on 1,000s of TV ratings and newspaper insertions to produce a more cutting-edge and relevant campaign that positioned Celcom Speek as the communications brand that best understood teens.

The campaign created a fun and responsive Speek experience that was present at every moment of the teenager’s day.Despite still having exactly the same product in the marketplace at a cheaper price (RM 138 vs RM 188), sales of the newly branded package exceeded expectations by over 20% and helped to reposition Celcom as the communications company that best understood teens and their needs.

Starcom findings from previous research conducted with teens had told us that they were a) disillusioned with traditional media in both TV and print,b) skeptical of conventional ads trying to sell them something,c) living in their own little world that necessitated messages being tailored for them and not their parents, d) mobile and easily bored.

From this basis we were able to take the traditionally large TV budget and convince client and creatives alike to work on creating a ‘Speek universe’ in parallel to the one our teens occupied.