Celcom's geo-targeted GUNA CELCOM ads garner 45% view-through rate

Celcom has launched its digital campaign titled "GUNA CELCOM", featuring a series of short films promoting its network's online streaming, voice calls, and online shopping capabilities. The telco used Google’s director mix tool which allows marketers to create customised creative based on different audience signals and target competitors and their streaming location.

This allowed Celcom to turn one of its GUNA CELCOM short films into multiple versions that come with a call-to-action that is customised to the viewer’s location. These tailored videos convey a message that is "closer to home" for the viewers and allow Celcom to maximise reach. According to Celcom, cumulatively, the GUNA CELCOM director mix exercise generated 1.9 million video views with a view-through-rate of over 45%.

Meanwhile, all the GUNA CELCOM short films were showcased on Celcom’s online platforms to appeal to its video-consuming audience. The telco said the use of online space reflects the growing number of Malaysians spending more time using data for video streaming, especially on platforms such as YouTube. The online films were then supported by print, digital, OOH and POS materials, among others.

The campaign served 4.9 million impressions and reached 2.6 million Malaysians a week after its launch in mid-February, the telco said. Celcom also revealed that the locations with the highest campaign exposure are Kuala Lumpur, Shah Alam, Petaling Jaya, Georgetown, Seremban, Ipoh, Melaka, Johor Bahru, Kuching and Kota Kinabalu.

The campaign was done in partnership with M&C Saatchi and MediaCom, as well as with local Google partners.

“GUNA CELCOM is a culmination of strong creative and data working together to achieve a highly effective campaign. With so much access to smart digital tools today, it is vital for us to constantly evolve and enhance the way we work,” said Jack Wong, head of consumer brand and digital marketing of Celcom Axiata.

This comes after the telco launched its nationwide endeavour in mid-February, also referred to as GUNA CELCOM, to restake its claim as one of the best telco companies in Malaysia. As part of the launch back then, Celcom branded 30 Grab cars with GUNA CELCOM. The telco said previously that it is constantly evolving with technology to enhance its network quality while keeping the best interests of its customers at heart.

(Read also: Celcom Axiata says high-value customers contributed positively to business)