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.

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”