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|TM Unveils Strategy Behind Everyone Connects Campaign!|
|Tuesday, 22 December 2009 10:37|
Telekom Malaysia Berhad (TM) together with their creative and media agencies recently got together to celebrate the success of the Everyone Connects campaign. Powered by TM, the Everyone Connects event on 21 November 2009 saw Malaysians en masse connecting, communicating and collaborating by joining in and experiencing the culmination of the viral sing-along of the ‘Through My Window’ song.
Hosted at the Borneo Rainforest Cafe in Sunway, the architects behind this unique campaign were finally unveiled. After 3 months of planning and 3 months of execution, the Everyone Connects’ campaign has been a hit with the public. A making of video shown during the get together took the guests on a voyage on how the campaign was conceived from paper transformed into an event billed as the biggest sing-along event ever held in Malaysia.
The celebratory event was attended by Dato’ Zamzamzairani Mohd Isa, Group Chief Executive Officer, TM together with his senior management team.
“The main objective is we wanted a campaign to portray TM as the enabler of the digital lifestyle, instead of just a broadband service provider. We believe that technology is an enabler of possibilities. So the campaign encouraged the public to experience the possibilities for themselves. It is just an example of how people can benefit from such massive collaboration. Taking the big idea of using the web to facilitate collaborations, TM decided to use a song,” said Dato’ Zamzamzairani.
“We want to give TM a new lease of life. We want to revive our brand. A brand needs to move with the times, and this is our effort to reach out to the next generation. From the response we had, we have, to a certain extent, managed to do that. Once people have experienced the benefits of connecting and collaborating with each other, they will realise that TM is the only service provider that can best serve their needs. Being Malaysia’s Number 1 Broadband service provider, TM is capable of taking the broadband experience to another level,” Dato’ Zamzamzairani elaborated.
It all started back in May 2009. The objective of the campaign was to portray TM as an enabler of digital lifestyles, instead of just a service provider. Once the objective of the campaign was set, TM’s creative agency, DraftFCB and media agency, Universal McCann, were chosen to strategise and materialize the campaign.
Based on TM’s core belief that technology is an enabler of possibilities, the campaign encouraged the public to experience the possibilities for themselves.
The DraftFCB team came up with the initial idea to use the web to rally people behind the construction of a modern architectural installation but we reworked the idea to provide the opportunities for collaboration online. “The web is the perfect tool for bringing people together behind one project or cause,” said T Renganathan, Chief Executive Officer of DraftFCB.
The campaign is just an example of how people can benefit from such massive collaboration. Taking the big idea of using the web to facilitate collaborations, TM decided to use a song as the collaborative element, and the big culmination of the campaign was a mass karaoke in Bukit Bintang.
Imaginex Studios was then brought into the picture to compose a song that would be a hit with the general public. “Usually, we are asked to compose a piece of music to go with a TV or radio commercial. This was the first time we were asked not to. Being a songwriter myself, I felt this was an opportunity for us to show what we can do,” said Mike Bloemendal, Executive Director of Imaginex Studios. Bunkface, a popular indie band was then assigned to sing the song.
Universal McCann then came up with a novel strategy to make the song an instant hit – by introducing it as a mystery.
The song – Through My Window was introduced to the public on 19 October via the delivery of unmarked envelopes to the media, which only contained a CD with a very, very infectious song, titled ‘Through My Window’; a website address – everyoneconnects.net on the CD and a note ‘Open for Collaborations’ on the envelope. From then on, radio stations began to air it. Newspapers began to write about it. Then it erupted into Twitter, Facebook and blog postings. Everyone was asking the same thing – what is it about, who’s behind it? There were lots of guesses. Fast forward to a week later, it was revealed that the song, which set the whole nation abuzz was sung by local band - Bunkface.
Since its mysterious appearance, ‘Through My Window’ and its catchy, upbeat tune has got everyone singing and humming along. The hype continues in the popular social sphere – Facebook, with a dedicated fan base of more than 28,600 fans to date. The song has also garnered more than 4.44 million online mentions and over 7,500 video & audio uploads on its site and the number is still increasing on daily basis.
Prashant Kumar, Chief Executive Officer of Universal McCann added, “We also created a two-minute version of the song, bought two-minute commercial slots in the beginning or the end of each commercial belt, to make it appear like the song was part of the radio station’s playlist.”
The mystery ended on the 23 October 2009 when a commercial was aired on TV and released on the website. It featured an animation of a guy made of paper helped by his human colleagues to get across to another building to meet his newfound love, a girl made of paper as well. The commercial also became an instant hit due to the creative execution of commercial combining animation and real people.
In addition, Universal McCann also proposed another creative idea for TM to organize online banner concerts; a first in Malaysia and second in the world after Belgium. The online banner concerts featured celebrities such as Bunkface, Dafi, Mila, Akim, Tomok, Shila and Modread performing their version of Through My Window in the small confines of an online banner. The online banners also served as a call for entry for other bands to come for audition sessions so that they too can collaborate and be featured on the online banners, just like the celebrities. Six (6) talented local bands – winners who were selected from the online banner concert auditions also earned their 5 minutes of fame performing life during the event.
Everyone Connects also got over 1,000 people to sing-along to the song at various locations in the Klang Valley where sing-along booths were put up. The participants were filmed in the process and all the videos were then uploaded on the everyoneconnects.net website. To further build on the power of the web, an online dancing game, Super Dancer Online, was also put in the mix. Online gamers were also encouraged to participate in a contest where they can have their avatars dancing to the song. A total of 600 gamers took part showcasing and pitting their skills against other online gamers.
The big event took place on 21 November, where more than 6,000 people congregated and sang along to the song with celebrity collaborators such as Reshmonu, Suki and the other celebrities in Bukit Bintang. Live streaming of the event was available on Hypp.TV all day from 12.00 noon to 8.30 pm. Besides that, there was also a special 1 hour live streaming of the mass sing-along highlight at portals like msn.com.my, Facebook, Friendster, The Star Online, NST Online, Utusan Online and some other websites from 3.30 pm – 4.30 pm.
Meanwhile, fans who couldn’t be at these various Everyone Connects event were also given the chance to collaborate by mashing up the song at the website. As of today, over 6,600 mash-ups have been submitted and featured on the website.
CD Communications was appointed to materialize what was to be the biggest outdoor sing-along event in Malaysia. R Sathiasivam, Group General Manager of CD Communications Group had this to say, “A collaborative campaign of this magnitude needed seamless integration between all parties, so all of us had to be on our toes. We had hiccups, but most of them were minor and solved in no time.”
“Through this campaign, we want to prove that Connections Make Anything Possible. As Everyone Connects’ manifesto clearly states, “Today it’s about a song. Tomorrow it can be about anything”, Dato Zamzamzairani wrapped up.
EveryoneConnects.net, powered by TM, combines the lure of social networking sites, video sharing, pure curiosity and creative fun. For more information on the ‘Through My Window’ song or to view other banner concerts and videos recorded at the sing-along booths, check out www.everyoneconnects.net.