Celcom teams up with Snapchat and MDEC to tap into youth segment

In conjunction with international youth day, Celcom Xpax is partnering with Snap and the Malaysia Digital Economy Corporation (MDEC) as part of its celebrations to provide Malaysian youth with greater access to the digital world and embrace fun digital lifestyles. As part of the celebration, Celcom Xpax will be offering all new and existing Celcom Xpax customers free unlimited access to Snapchat for three months. 

One key area of consideration for the campaign, said the company, was the world of augmented reality. Snap is a leader in AR with over 170 million Snapchatters engaging with AR on the platform nearly 30 times every day. To showcase the importance of social distancing and wearing face masks in public, Celcom Xpax customers will be able to play around with specially created Snapchat filters and AR Lens that will be made available soon, for the upcoming Merdeka and Malaysia Day celebrations.

Celcom Xpax’s Snapchat campaign is also aligned with MDEC’s youth empowerment initiative that aims to provide youths today with seamless and instant access to digital ecosystems. MDEC also aims to drive digital innovation by cultivating the ability for Malaysian youths to quickly adapt and be prepared for the digital future ahead. A+M has reached out to Celcom for additional information.

Idham Nawawi, CEO of Celcom Axiata Berhad said, “Celcom Xpax, in collaboration with MDEC and Snapchat, enables Malaysian youths to creatively express themselves with Merdeka and Malaysia Day thematic AR lens and filters on Snapchat, simultaneously also spreading awareness amongst Malaysians to stay safe during the nation’s Recovery Movement Control Order (RMCO).”

He added that the offer allows youths to up skill and creates unique digital content as well as to express themselves creatively with their very own digital footprints. Celcom Xpax is also working towards collaborating with more technology platforms and bring in "the best digital services to empower Malaysian youths", Nawawi added.

Nana Murugesan, MD, international markets, Snap, said, “We are delighted to be partnering with Celcom and MDEC to give more Snapchatters in Malaysia the opportunity to have fun communicating visually with close friends and family as well as exploring the world of augmented reality through the lenses available on Snapchat, and not worry about their data. In addition to that, as digital transformation becomes a key focus, we want Malaysian youths to be empowered to create AR experiences of their own through Snap’s Lens Studio desktop app.”

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