Based on the insights we sought out opportunities to deliver the promotion to them when their fashion sense is most heightened. Fashion trend topics are main highlights in female magazines. Hence using female magazines as a medium, not only stroked a high affinity among the target group, but the opportunity provided for content integration with the BE&D Celcom Postpaid campaign was perfect.

BE&D is associated with many Hollywood celebrities. Leveraging on that, Celcom used these celebrities to trigger that desire among the target group to aspire for that glamorous status. We developed a high-impact fashion spread to promote the handbags along with the Celcom contest using the strong association with the celebrities. Pictures used were of celebrities holding BE&D bags, featured as a series of guides for the readers to choose their preferred style and celebrities they aspire to be.Every woman in Malaysia was one step closer to being a Hollywood celebrity with Celcom Postpaid.

The campaign became the talk-of-the-town; literally getting the ladies to pick up their phone to inform their friends of the promotion. Using fashion was ingenious and increased usage among Celcom Postpaid users by 5% during the promo period. Approximately 1 million entries every month for 3 consecutive months.It was unlike any other telecommunication campaign , which thereafter started a stream of enquiries for fashion partnerships with various high profile brands.