Celcom

The prepaid category has long been price-driven, with little room for true differentiation. Add to that the challenge of engaging a notoriously hard-to-reach youth audience, and the task was clear: Celcom needed to prove it truly understood what young people wanted.

Enter Xpax Mix & Match, a customisable prepaid plan that lets youths build their own package to suit their needs. To bring this message to life, Celcom re-energised its brand expression with a fresh, youthful look and feel, while partnering with KOLs that the audience already felt a natural affinity with. This allowed the benefits of Mix & Match to be communicated in authentic, relatable ways that resonated with the youth market.

Within the first 30 days of launch, the campaign drove a 15% increase in daily take-ups through interest-based targeting. Digital ads delivered three times more daily product uptake, while non-skippable in-stream ads overachieved with 787% of completed views against the planned KPI of 750,000, proving that when youths are given freedom on their terms, they respond.