MEASAT Global has appointed FCB SHOUT as its creative agency of record for CONNECTme, the company’s first consumer brand, according to the agency in a statement.
The campaign, titled "CONNECTme to a Bigger World", was launched with a brand film bringing to life a letter from MEASAT itself. The film saw Malaysians from all walks of life exploring this letter and concluded with everyone coming together to form a coordinated image of Malaysia.
Done in conjunction with Malaysia Day, the agency aimed to convey MEASAT’s goal of paving the way for a brighter future that will connect Malaysians and bridge the digital gap in regions lacking 4G, 5G, or fibre technology coverage. It also aims to visually represent its audience in miniature form, juxtaposed against super-sized letters, according to the agency.
Ganendra Selvaraj, chief commercial officer at MEASAT, explained the appointment by saying: “We partnered with FCB SHOUT as they effectively conveyed MEASAT's message through this campaign. Despite the technical nature of satellite broadband, our goal was to highlight how our CONNECTme services, which are readily available in rural and remote areas, can strengthen connectivity across Malaysia, even in areas without terrestrial coverage. FCB’s approach made the message more personal and relevant to Malaysians,” he said.
“As we embarked on this campaign, we had a clear strategy and creative approach in mind – that’s to highlight the relatively smaller world experienced by Malaysians at present, especially those within rural and remote areas, and to illustrate the immense expansion of the world they could be a part of when they’re connected through CONNECTme," said Anndrea Lye, senior copywriter at FCB SHOUT. " By consistently translating this theme across our brand film and creative materials, we were able to introduce MEASAT’s mission and demonstrate that Malaysians can take a significant step towards a bigger world."
The campaign kicked off last week and is currently running across MEASAT’s digital, radio, and social media platforms.
The campaign and win come shortly after The Shout Group revealed that it has secured 15 wins this year, including the likes of PepsiCo, Tropicana, Wonda Coffee and Mr. DIY.
Headlining the group’s roster of new clients is leading beverage manufacturer Etika, with FCB SHOUT assuming creative responsibilities for three of their aforementioned key brands.
Other new clients joining FCB SHOUT’s roster this year feature high-profile Malaysian brands such as Mr. DIY – the homegrown retail chain and renowned property developer EcoWorld. They have both assigned the agency several major developments and festive campaigns to handle.
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