Time Your Father's Ad
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://www.youtube.com/watch?v=x8jhYxOUtRc
Product/Service:
Time Internet
Client:
Time dotCom
Brief:
During the highly competitive Chinese New Year season, Time Internet faced a significant challenge: standing out against brands with media budgets ten times larger. Tasked with promoting their customizable internet plans versatile enough to cater to Malaysians of all ages, profiles, and preferences Time needed a campaign that worked ten times harder. With a limited budget, the goal was to capture attention and highlight the flexibility of their plans, proving that Time Internet is the perfect fit for every household, regardless of its size or needs.
Solution:
Time Internet's 'Like It's Your Father's Company' campaign, building on the brand's 'Kabel Besar' (Strong Connections) proposition, highlighted the flexibility of their customizable internet plans. The campaign tapped into the cultural insight that in family businesses, members often have the freedom to make decisions without constraints, just like how Time allows customers to tailor their plans as if their father owns the company.
