Kuala Lumpur, Malaysia – OMD Malaysia and CelcomDigi have rolled out its first mover in-app campaign with Grab that features CelcomDigi’s logo throughout the user’s journey – from the booking stage to vehicle arrival and drop-off.
Through this strategic integration with Grab, CelcomDigi leveraged the window of opportunity to capture consumers’ attention while they are focused on their phones and anticipating their ride.
This campaign ensures continuous visibility of the CelcomDigi brand throughout the customer journey, fostering curiosity, and maintaining top-of-mind awareness among users, even for intercity cab rides.
Additionally, a CelcomDigi ad shows up at the bottom of the screen and on the homepage of Grab, urging users to upgrade to a worry-free experience with their network.
Grab’s market dominance as Malaysia’s widest ride network aligns well with CelcomDigi’s commitment to connect more Malaysians to its network, making Grab the perfect platform for CelcomDigi to consistently build its presence and brand awareness recall.
Commenting on the innovative campaign, May Ling Chan, head of brand and marketing services, at CelcomDigi, said, “The recent Grab’s map takeover by CelcomDigi is a great example on how we want to strengthen our brand and reinforce our targeted audience’s connection with us in an innovative way. We look forward to collaborating with OMD to come up with more out-of-the-box ideas that can push boundaries as we continue to widen our reach and presence in Malaysia.”
Meanwhile, Mayank Bhatnagar, managing director, OMD Malaysia, commented, “We are proud to launch this market-first initiative with CelcomDigi to effectively communicate their combined strength in being the widest and fastest network in Malaysia. The client has been innovative and bold in its marketing and branding approach, which is inspiring.
Notably, CelcomDigi is the first telco in Southeast Asia to activate this campaign, which ran from January 31 until March 13, 2024.
