ASIA-PACIFIC – SINGAPORE, NOVEMBER 8, 2010 – BBH Asia Pacific has launched the first salvo of its campaign for YTL Communications’ to launch the ‘YES’ 4G mobile Internet network, in Malaysia.
The campaign delivers the brand endline – “amazing things happen when you say YES” – reflecting the brand’s positive approach. And it also confirms the competitive offer of the ‘YES’ network – Malaysia’s fastest 4G mobile internet, with voice.
BBH Asia Pacific was appointed to the YTL Communications business in May this year, said to be the biggest account win in South East Asia in 2010. The agency developed an integrated brand campaign, which includes strategy, corporate identity and packaging, retail experience, communications and activation. It is partnering three Malaysian based agencies – digital agency AGENDA, media agency Carat, and alpha245, for local implementation.
The first phase of the campaign will see the launch of ten television commercials, plus a series of print and outdoor, signalling the arrival of the new network. The rest of the campaign will roll out across Malaysia over the next few months.
BBH’s television campaign features the faces of Malaysians from all walks of life, responding to a positive ‘YES’ moment in their lives. Each execution captures their smile in extreme slow motion (up to 1,000 frames per second) in reaction to a ‘YES’. Royston Tan, considered one of South East Asia’s most exciting film directors, directed the 10 films. Tan is best known for his award winning short films ‘15’ and ‘Sons’.
Said Noel Yeo, BBH Asia Pacific creative director: “Here was a possibly crazy idea. Use a high-speed camera to capture something slow. That’s exactly what BBH did: showcase the birth of a smile across a face. At up to 1,000 frames per second, the humble smile is captured, studied and understood like never before, with no cuts or special effects.”
YTL Communications CEO Wing K Lee said, “This is an ambitious task for us, and we wanted to create a campaign that will resonate throughout the country. Our Creative partner BBH has created work that beautifully captures our simple message of bringing positive change to all Malaysians.”
Said John Hadfield, CEO, BBH Asia Pacific: “Now the fun really starts. We’ve been plotting for months, so it’s great to see everyone’s work coming to fruition. Plus, we’re really looking forward to its effect in market, as we think it’ll shake a few things up, which will only be good for the Malaysian consumer.”
