Discover how Axiata's Independence Day film breaks 1 million views within 3 days of its launch.
Axiata, a homegrown multinational telecommunications company, embarked on a mission to commemorate Malaysia's 65th Independence Day with a campaign that transcended common themes. They sought to celebrate unity and diversity, emphasizing inclusivity and the empowerment of marginalized communities, particularly the indigenous people. The campaign targeted Malaysians of all age groups, with a special focus on socially-conscious young individuals. This initiative not only set a powerful precedent for Independence Day campaigns but also positioned Axiata as a beacon of progress and equality.
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Strategy
Our approach was rooted in understanding the challenges faced by Malaysia’s marginalized communities. Through extensive social listening, we gained crucial insights and identified effective solutions to support them. Axiata's commitment to bridging the digital divide and providing equitable access to technology formed the core narrative. The brand film, "The Turning Point," told the story of an indigenous girl whose encounter with Axiata ignited positive change in her community. It addressed sensitive topics surrounding the marginalization of indigenous communities while celebrating their culture and traditions. The campaign was strategically promoted across paid, earned, and owned media channels, ensuring a unified and seamless integrated experience.
The Results
The impact was monumental. Within three days of its launch, the brand film garnered an impressive one million views. It exceeded planned views on YouTube and Facebook, achieving 4.4 million views. The campaign resonated widely, generating over 10 million impressions on various platforms and garnering 4.3 million social media engagements and 80,000 clicks. The campaign's success not only elevated brand perception but also outperformed industry benchmarks in key metrics. This achievement showcased Axiata's unwavering commitment to sustainability, innovation, and inclusivity, laying a solid foundation for future endeavors.
Awards
Gold in Best Use of Video Content category at Content Marketing APAC Awards 2023
Bronze in Most Effective Use – Multicultural Marketing category at MARKies Awards 2023
"Making this launch perfect was a must - ADA not only helped us do that, the results were better than we expected."
