Case Study

Fly away with Celcom

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Fly away with Celcom

How Malaysia’s oldest and longest standing telecommunications provider successfully promoted mobile phone contracts with a two-tier travel incentive

 

Client Profile
  • Celcom is the longest standing mobile telecommunications provider in Malaysia
  • Being a member of the Axiata group of companies, Celcom offers mobile phone plans as well as broadband solutions to personal and business users.
  • Celcom has wider and more extensive coverage nationwide in Malaysia, compared to other cellular operators. In 2006, Celcom claimed its dual-band GSM coverage has reached over 98% of Malaysia’s populated area, and 100% through satellite coverage.
  • As of the first quarter of 2018, Celcom has 9.6 million subscribers in Malaysia.

 

Objectives

Increase the number of sign-ups for Celcom’s FIRST Gold and Platinum mobile phone contracts and create a pull effect to motivate consumers to sign-up for higher tiered products within the FIRST portfolio of mobile phone contracts

 

Strategy

We created a Free Flight campaign tailored to Celcom’s specific needs: each consumer who signs up to a FIRST Gold contract receives a free return flight to one of 10 domestic destinations within Malaysia. Each consumer who signs up to a FIRST Platinum contract receives a free return flight to one of more than 20 international destinations across Southeast Asia.

 

ASEAN Dests
Domestic Dests

 

Communication

“Sign up for a 12 month FIRST Platinum or FIRST Platinum Plus Plan and receive a free return flight ticket within ASEAN.”

“Sign up for a 12 month FIRST Gold or FIRST Gold Plus Plan and receive a free return flight ticket within Malaysia”

Campaign Mechanics and Incentive Redemption
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Marketing Collateral & Media

As well as online banners, Celcom created a range of POS material to communicate the offer to their customers.

FIRST Poster Eng
640x491_Mobile_FP
0650_CFM_18 FIRST Revamp Phase 2_BM Banner D5
FIRST_Leaflet
Inspire-Flight-_-Page_Mock

 

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