The Celcom Network had an image problem. Thanks to service issues, disgruntled customers and weak branding, Celcom was perceived to be an inferior network. Even if Celcom had already resolved a lot of problems, there was little love or trust for the brand. Our job was to change this. How could we get people to start believing in the Celcom Network and earn brand love?
We created the idea of a network that empowers people all over Malaysia. We wanted to show that even in remote areas, the Celcom 4G Network has the power to help regular people with their problems, dreams and aspirations. It is the brand that takes Malaysians from I CAN'T, to I CAN. Then we made a series of films to deliver the message. Films that focused on real people with very human problems. I CAN CARE is about the true to life story of animal rescuer, Jean Liew, struggling to save as many feline lives as she can. By telling her story, we launched Celcom's new role as a network that empowers. Be it through finding stray animals using an app or providing social media access, the Celcom network consistently helps out our rescuer every step of her journey. Set against heart-wrenching music, the film captured the public's heart. In one day, the film reached 1 million views on YouTube. Less than two months after launch, YouTube views reached 5 million, Facebook had 1.2 mi