From Giants to Idols

9. Entertainment Kancils [9.9 Best use of Gaming community, influencers and co-creation]

case board

creative assets

case film

Links:

Product/Service:

Telecommunication

Client:

CelcomDigi

Brief:

CelcomDigi needed to grow prepaid subscriptions among young Malaysians. Its partnership with Mobile Legends: Bang Bang (MLBB) champions Selangor Red Giants (SRG) brought it close to a passionate audience. The challenge was to earn an ongoing role in that community. Our insight came from K-pop: fandom grows through the stories people follow, the idols they meet and the symbols they collect. SRG already had the trophies. CelcomDigi could help build the rituals around them.

Solution:

We brought the K-pop fandom playbook to Malaysian esports, giving fans more ways to follow, celebrate and participate in SRG’s world. Social content, documentaries and Diary MPL put players’ personalities and journeys in the spotlight. Meet-and-greets made those connections personal. Exclusive trading cards and limited-edition jerseys turned team loyalty into something fans could collect, wear and share. The MPL Fan Challenge connected these experiences through season-long participation. Fans made predictions, checked in at events and activated products to earn points and unlock rewards. Future Pros Bootcamp gave aspiring players a pathway deeper into esports. Each experience gave fans another reason to stay involved, with CelcomDigi helping make that involvement possible. Fans purchased over 10,000 SRG Special Edition jerseys. Positive conversation grew 3.3 times, while CelcomDigi’s youth brand trust measure improved 44%. That relationship also delivered commercially: 30.4% of MPL Season 16 attendees converted to prepaid customers, six times the target.

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