The newest player in Malaysia’s mobile internet scene, YTL Communications, kicked off a huge advertising campaign to promote their ’4G’ network on Nov 8. The firm’s ad agency for the campaign, BBH Asia Pacific, said it is the biggest account win by value in Southeast Asia this year. BBH won the account in May.
When asked, BBH Asia Pacific wouldn’t say how much the account was worth, saying only that YTL Communications has earmarked about US$800,000 for the entire ’4G’ rollout, including marketing and advertising.
The campaign, called ‘YES’, starts with a series of 10 television spots directed by award-winning Singaporean filmmaker Royston Tan (watch them here). The films show Malaysians from diverse backgrounds experiencing a positive moment captured in extra-slow motion of up to 1,000 frames per second.
One of YTL Communication’s marketing exercises for its ’4G’ rollout, the Myprize Global Developer Challenge, has been criticized by Malaysian developers. Several developers, like prominent developer and blogger Nazrul Kamaruddin, questioned the company’s sincerity in running the contest at a forum with company executives at the Open Web Asia event in Kuala Lumpur in August.
YTL Communications has also courted controversy for using the term ’4G’ in describing their service, when in fact Wimax may be the correct term. The company is competing with P1 Networks, which is offering a similar service.
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