BBH Asia Pacific launches ‘YES’ into Malaysia for YTL Communications 4G mobile internet network
BBH Asia Pacific has launched the first phase of a campaign for YTL Communications’ to launch ‘YES’, its new 4G mobile Internet network into Malaysia.
The campaign delivers the brand endline – Amazing things happen when you say YES – reflecting the brand’s positive approach. And it also confirms the competitive offer of the ‘YES’ network – Malaysia’s fastest 4G mobile internet, with voice. The BBH developed, integrated brand campaign, which includes strategy, corporate identity and packaging, retail experience, communications and activation, will roll out across Malaysia over the next few weeks and months.
BBH Asia Pacific was appointed to the YTL Communications business in May this year, arguably the biggest account win in South East Asia during 2010.
The first phase of the campaign will see the launch of ten television commercials, plus a series of print and outdoor, signalling the arrival of the new network. BBH’s television campaign features the faces of Malaysians from all walks of life, responding to a positive ‘YES’ moment in their lives. Each execution captures their smile in extreme slow motion (up to 1,000 frames per second) in reaction to a ‘YES’.
VIEW SISTER SPOT:
VIEW HOPE SPOT:
VIEW UNIVERSITY SPOT:
Said Noel Yeo, Creative Director, BBH Asia Pacific: “Here was a possibly crazy idea. Use a high-speed camera to capture something slow. That’s exactly what we did: showcase the birth of a smile across a face. At up to 1,000 frames per second, the humble smile is captured, studied and understood like never before, with no cuts or special effects,”
The Director of the 10 films is Royston Tan, considered one of South East Asia’s most exciting film directors. Tan is best known for his award winning short films ’15’ and ‘Sons’.
Said Wing K Lee, CEO of YTL Communications: “This is an ambitious task for us, and we wanted to create a campaign that will resonate throughout the country. Our Creative partner BBH has created work that beautifully captures our simple message of bringing positive change to all Malaysians,”
Said John Hadfield, CEO, BBH Asia Pacific: “Now the fun really starts. We’ve been plotting for months, so it’s great to see everyone’s work coming to fruition. Plus, we’re really looking forward to its effect in market, as we think it’ll shake a few things up, which will only be good for the Malaysian consumer.”
BBH is partnering three Malaysian based agencies – digital agency AGENDA, media agency Carat, and alpha245, for local implementation.
Credits – Regional ECD: Steve Elrick. Creative Director: Noel Yeo, Shawn Loo. Art Director: Ken Choo, Arh Chun. Copywriter: Keith Kwek, Daniel Foo. Executive Producer: Kristen Armstrong. Producer: Richard May-Smith, Denise Phua. Director: Royston Tan. DoP: Daniel Low. Production Company: Play Films, Singapore. Executive Producer: David Clarke. Producer: Carl Siaahan. Production Support: Biscuit Films, KL. Post: 111 Eye, KL. Sound: Fuse Music & Sound Design, KL.
6 Comments
Having heard, read and seen all the hype about the new network, I must say I am disaapointed. While the TVCs are well executed, I am missing the irreverence of BBH. Also, the high speed camera thing was done before in an AUDI ad by BBH. It worked much better there.
Why does the Corporate ID looks so much like Celcom?
Yes, YTL’s colours are blue. But YTL is a “infrastructure provider”. Yes is a telco brand. Here a clear differentiation would have been nice.
Good luck guys!
Yes, this look mild.
No
What would really convince the consumers to subscribe or switch over to YES instead of Celcom, Digi or Maxis?
BBH may have done YTL Comms mixed message mixed up. YTL Comms positions itself as a broadband/internet company foremost but the ads and publicity associated with the YES mobile position it as a telecommunication company competitor. The 4G message of fast and big pipe evaporated when cost of subscription does not meet the expectation (especially for the power and vocal users of mobile broadband) – a mix up of expectation and marketing message of the launch. The mismanaged 4G price offer message for premier speed provider that-will-change-the-market became a coverup for “too expensive” mobile broadband via use of rebate structure (looks very much like an after thought).
The YES logo looks awfully familiar – http://bit.ly/gF4aaT