MEASAT beefs up integrated marketing for consumer brand with Trapper

Satellite communication services supplier MEASAT Global (MEASAT) has appointed Trapper to handle integrated marketing duties for its first consumer brand, CONNECTme NOW. Trapper will be responsible for integrated marketing communications that include brand and creative services, digital, social, media solutions, and PR management. The appointment is for a year with the option to extend for another. 

CONNECTme NOW is Malaysia’s prepaid WiFi satellite broadband service, which connects all corners of the nation as part of MEASAT’s national commitment to support end-to-end digital growth.  Positioned as a community enabler, the brand leverages its superior satellite technology to serve places where extreme geographical landscape challenges the roll-out of terrestrial communication infrastructure. According to MEASAT, CONNECTmeNOW is the practical and immediate solution when providing connectivity to communities in rural areas as it is accessible and affordable. Internet communication for rural communities can be enabled within 24 hours following the arrival of the installer in the remote location.

With an aim to leave no place unconnected, CEO of Trapper, Sue-Anne Lim said despite the challenges surrounding hard-to-reach areas such as East Malaysia,the team has brought the right insights, solutions and partners to the table. "The company showcased the most effective way to spark change and the most efficient way to keep an always-on presence amongst these unconnected communities to encourage adoption. It is extremely grateful for this trust and the company looks forward to grow with CONNECTme NOW,” added Lim. 

At the same time, CEO of Trapper Interactive, Kenneth Wong, said consumer journeys have continuously evolved and require brands to become more interesting and engaging. Wong added that with a brand such as CONNECTme NOW, the team hopes to continuously drive meaningful and accountable experiences that connect audiences in new ways. 

Trapper rebranded in April, launching a new logo and purpose tagline "The Growth Engineers". Initially known as Trapper Media Group, the agency's new logo and purpose narrative seeks to help businesses solve growth challenges via innovative and integrated solutions. The three-month rebranding exercise was led by Lim to signify a company-wide brand transformation that centres on a growth culture. Lim told A+M previously that Trapper has a very flat hierarchy and hence, the decision-making process was straightforward and she has the full trust of the executive committee team. 

The rebranding came months after Lim joined from Clear KL, M&C Saatchi's global marketing and branding consultancy, where she was previously MD. Leading a team of 50 individuals, Lim is currently responsible for analysing how Trapper is postured in the market and what it is offering to partners, clients, talents, and staff. 

Against the backdrop of MCO 3.0, Lim said there was "definitely a shrinkage" in industry ad spend during the third quarter of this year. However, the agency has seen a rebound of 25% in its first fiscal quarter compared to the same period last year, with 40% share-of-spends in non-linear media. According to Lim, ad spends are directly correlated to the lockdown, therefore with the economy reopening in phases, the company is confident to rebound as it ends the year. Trapper Group is also currently expanding both its integrated media and digital-specific capabilities and welcome talents who have the same hunger for growth.

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