Siapa Paling Power

11. Social & Creator Kancils [11.6 Best use of Creator Collaboration]

case board

creative assets

case film

Links:

Product/Service:

Telecommunication

Client:

CelcomDigi

Brief:

CelcomDigi wanted to build awareness and youth affinity for its Prepaid 5G Power 35 and Power 45 plans through gaming, music and fashion. Young Malaysians already called a great play, performance or fit “POWER!” Our product name meant being great at what you loved. The opportunity was to turn POWER into the verdict of a social talent search. We needed creators who could draw talent out, turn encounters into entertainment and put their own pride on the line.

Solution:

We co-created Siapa Paling Power? with Ms Qiwiie, Adzim Hariz (Mat Never Zero) and their teams: four social episodes searching for POWER across MLBB, K-pop, unique talents and fashion. Qiwiie’s cool-girl ease made participants comfortable enough to show what they could do. Adzim’s comedic chaos turned those encounters into banter and rivalry. Together, we developed challenges where both could judge, join in and face judgement. Adzim joined a dance performance; both hosts put their fashion looks before the public. Their pride became part of the entertainment. POWER became the language connecting their personalities to CelcomDigi: the recurring question, verdict and bragging right. Hotspot banter and fashion searches connected prepaid benefits to their exchanges. Co-publishing across brand and creator profiles brought the show into their communities: their voices shaped the format, stories and distribution. The series generated 579,806 plays and 11,175 engagements across Instagram and TikTok, including 491,206 organic Instagram plays.

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