Draftfcb infects Malaysia with Kolony
Draftfcb Malaysia has created a campaign for Celcom Axiata Berhad to launch Kolony, a new SMS-based social network in Malaysia.
Targeting youth, the entire creative platform was built on the notion of an outbreak. Everything from the path of communication, to the tone and manner, was modeled on the way a contagion spreads. The message was that an “infection” was about to hit the nation.
The first phase was to generate intense curiosity via a teaser campaign. Finally, as talkability hit fever pitch, the launch phase kicked in, revealing the answers behind the Kolony symbol and the nature of the infection. A holistic campaign comprising TV, radio, print, digital and ambient introduced the nation to this highly-infectious social networking service.
Credits – Creative Director: Richard Koh. Art Direction: Yow Kuan Wai, Bryan Ng, Richard Koh. Copy: Yow Kuan Wai, Pamela Ng, Richard Koh. Production: Brandon Chai. Account Service Team: Amos Chan (Group Account Director) Lim Lei Yoon, Adeline Quek.