Client: Ooredoo Agency: Mango Advertising
Acc Director: Lester Obice Acc Exec: Han Thu Hein Creative Leads: JJ Moreno Artists: Htet Phyo Maung + Myint Lwin Bo + Min Thant + Wai yan Htun Copy Writer: Myo Satt
Production House: Artisa Film Director: Lynn Padetha
Ooredoo Myanmar continued to hold the title as Myanmar’s fastest mobile network and in 2019 the company enhanced the network capabilities for users to have a stronger connection anywhere around the country with the introduction of 4G LTE Turbo. With a constant battle between four operators offering different sponsorships, discount subscriptions to entertainment and unorthodox tactics to grab attention, the bottom line was that Ooredoo offers the most enjoyable experience everywhere because of its proven speed and spread of 4G coverage.
To express the magnitude of the advancement 4G LTE Turbo would bring to Ooredoo consumers, the brand and agency managed to sign the biggest name entertainment as an ambassador, Sai Sai. The star is legendary for his success in music and business but has never represented a teleco brand throughout his 20 plus years in the spotlight. The campaign titled ‘Spread the enjoyment’ features the new face of the brand on an endless walk across the country while engrossed by mobile content. As he enjoys the network, his laughter becomes contagious with everyone near by laughing along with him.
4G LTE Turbo is an extra signal frequency that gave our users an easier time getting a 4G connection through thicker, solid barriers. In a little more detail, Ooredoo had shared 2 high frequency signals for fast download/upload speeds, but now a 4G LTE Turbo lower frequency has added, users will automatically link to one of 3 signals that best fits their environment. This spread of frequencies now gives more fluid internet usage to areas in the country surrounded by mountains, further away from a tower, and inside any buildings.
Artwork featuring Sai Sai can be spotted across Myanmar on billboards, bus stops, and other points of high foot traffic in each of the 8 states. Each design custom to the 8 states with Sai Sai’s clothes matching the areas local dress and a headline adapted to the resident dialect.
We created a simple Facebook teaser post as a relationship status with the brand and our new ambassador which created traction before the campaign had even launched. Besides Sai Sai being very popular in Myanmar, what added to the number of reactions on this organic post was that Sai Sai had never declared a love life and his secrecy of a partner has been a hot topic for a long time. These pre-campaign efforts generated media attention helping the brand with better exposure to explain the networks new technology.
On digital channels we created additional content that was related to several top trending online passion points for more relevant targeting. Working with a google team we developed a ‘Directors mix’, which is an Youtube ad format that takes a consumers searched keyword, adds the word to the headline in the video and tiggers the relevant pre-roll ad.
The Sai Sai Spread the Enjoyment full track was released just before the launch of Sai Sai’s new music album.
