CelcomDigi

Post-merger, CelcomDigi’s core message of “stronger, together” aligned seamlessly with the spirit of Hari Kebangsaan and Malaysia Day, moments that embody unity and collective pride. The challenge was to go beyond typical festive campaigns and demonstrate the brand’s role in empowering Malaysians through technology.

We began with a simple yet powerful question: “What kind of Malaysia would we want our children to grow up in?” The answers inspired Projek MyMalaysia, a nationwide movement where Malaysians of all ages and backgrounds submitted their visions of the future using generative AI. These unique perspectives were then woven together into the country’s first people-powered AI Hari Kebangsaan film, reflecting the collective hopes and dreams of a nation.

The campaign delivered strong results, improving attitudes towards the brand and driving consideration for its products. Ad recall rose by 6.8 points and ad favourability by 5.6 points, outperforming both local telco and APAC benchmarks. Video completion rates hit 56% compared to an industry average of 36%. It also delivered above-norm lifts in brand preference (+9 points) and purchase intent (+4 points). Importantly, those exposed to the campaign were 15% more likely to consider CelcomDigi Fibre than those who were not, proving the brand’s ability to connect technology, creativity and national pride.