Time Customisable Song Request

2. Audio Kancils [2.1b Best use of radio: Campaign]

Product/Service:

Home Fibre Internet Plans

Client:

Time Internet

Brief:

Time wanted people to know about their customizable internet plans, which can cater to Malaysians of all profiles and preferences. The goal was to capture attention and highlight the flexibility of these plans, showing how Time can cater to each user's unique needs.

Solution:

We created fake song requests to the radio station, each one for a customised version of a famous pop song. 'Gam Xia, Next' by Ali Anna, for example; for a caller whose ex only speaks Hokkien. Building on the brand's 'Kabel Besar' (Strong Connections) proposition, we show that while these songs do not exist, the same level of customisation can be found at Time Internet.

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