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Telekom Malaysia donates to charity through interactive TVC

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This Hari Raya, Malaysian telecommunications servicer Telekom Malaysia Berhad (TM) has launched a donation drive through an interactive TV commercial.Relying on the simple action of clicking, the Convergence Champion brand will attempt to leverage everyday online interactions to kindle a charitable and generous nature in Malaysians, especially within the younger generation. In a recent study by Charities Aid Foundation, which is based in the UK, Malaysia was ranked as the 7th most generous nation in the world. Nevertheless, many younger Malaysians do not actively contribute to social charities. Believing in the natural generosity of Malaysians, TM will launch this campaign in the hope that it will provide an opportunity for youths in particular to contribute to a charitable cause.The advertisement calls for viewers to engage with it at various stages of its progression, thereby virtually donating money as they click and interact with the TVC. At the end of the commercial, a counter that follows donations from all viewers displays the total number of real-time clicks. This number will be converted to Malaysian Ringgit to be donated to multiple charities. These include Pertubuhan Wanita dan Kesihatan (Wake), Rumah Kebajikan Anak Yatim dan Miskin, Al Munirah, Pendang, Kedah, and Sabah Earthquake Relief Fund.With a promise to donate on behalf of all participating Malaysian citizens, Telekom's campaign marks the first instance of a brand in Malaysia using a TVC as a platform for gathering donations, said the company.However, as traditional TVCs become decreasingly effective forms of communication, the presentation of the advertisement in a video game format appears to be a unique feature to attract a younger audience, who would more readily interact with a familiar platform.On a larger scale, the TVC is a part of the campaign #OrangMemberiKitaMerasa, which was initially commenced on-ground through the donation of meals to those in need and the distribution of porridge and dates in selected locations to the public. The commercial itself has been released on various media platforms including Facebook, Twitter, YouTube and TV itself in addition to its presence on Telekom Malaysia's website. The campaign garnered 95,000 views on just the first day of its launch.

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