Celcom

As part of its shift towards becoming the most accessible digital telco, Celcom positioned the Celcom Life App as a tool for all mobile users. For Aidilfitri, this message had to be delivered while also meeting a key business goal: driving 16,000 app downloads.

Instead of pushing product features or price, Celcom turned to storytelling. The festive film introduced audiences to Tok Ucu, a quirky and tech-savvy grandma. Tasked with cooking sambal Goreng Pengantin, she rallies her 12 grandsons across different locations through the app, sparking a series of comical adventures.

To maximise the power of storytelling, the film was extended across social platforms, using the same characters to continue engaging audiences and drive downloads.

The two-month campaign outperformed all expectations, achieving 51,736 new app downloads, more than double the original target and 20% above the January to March baseline. It also delivered a cost per acquisition of just RM2.11, far lower than the industry norm of RM8 to RM15, while generating 891,000 views with a 33% view-through rate, high NPS scores, and 96% positive sentiment.

By blending festive humour with digital relevance, Celcom proved that the right story can move both hearts and numbers.