We engaged them in 3 phases Trigger: We planted a mystery story of an unknown catchy song in TV, radio, press and online to trigger a frenzy around the song. The story was carried by the national dailies, primetime news and talk shows fuelling curiosity and hype around the key question whether it’s Malaysian or international.Amplify: We got youth singing icons to make different versions of the song and posted it to video sharing sites.

We then urged youth to make their versions by giving them an online DJ mixer to play around with.Participate: We integrated the song in an online Avatar dance game with a nationwide virtual dance contest.

We got the youth to karaoke to the song in various cinema halls!

People gleefully participated by singing, dancing, creating different versions of the song and turning up in hordes for the biggest street youth karaoke event in Malaysia.

Over 7,500 User generated audio/video mashups were created, generating over 2.1 million video views.There were more than 5.2 million campaign mentions online.The Facebook fan page crossed 30,000 fans in less than 50 days (the fastest for any Malaysian Telco brand).More than 9 times value was generated in media.It was voted amongst the top viral campaigns in November 2009 by Goviral.com.Brand loyalty scores of TM amongst youth went up by a whopping 22%.