We positioned Yoodo as Malaysia's first truly customisable mobile plan. With this positioning informing our brand identity, we then implemented a 360-degree launch campaign to announce its arrival and educate the Malaysian market.
Campaign Hero Video
Our integrated marketing campaign kicked off with a launch video that announced to Malaysians the true power of choice was finally in our hands. We communicated the big idea that you can do it better when you do it yourself, and that customising your own mobile plan was the solution to constant rants about your current telco, long waits at service centres, high bills for unwanted features, and plans that just weren’t...you. It also served to publicly introduce and cement Yoodo’s trademark voice and their bold, cheeky, authentic personality.
Customised Surprise Kit
Before the launch we engaged with influencers relevant to our target audience with a special surprise. We collaborated with sponsors to curate and create a personalised Yoodo kit that helped us increase talkability and leverage these influencers’ word-of-mouth promotion, allowing us to build closeness with our audience.
Social Media Content
Content was broken up into multiple pillars and phases, beginning with a focus on the brand’s USPs and how-to videos to familiarise users with all the services and functions available in the Yoodo app.
Building a Community
Yoodo is a community-based, user-centric brand, guided by the tagline ‘you do it better’. We aimed to create an active user community who would eventually become our staunchest brand ambassadors and evangelists.
High brand recall during the campaign period has contributed to: