Kuala Lumpur, Malaysia – Local communications satellite operator MEASAT has launched its first-ever brand film, a letter by the company to Malaysians on the importance of connectivity, as it builds bridges between communities. This was launched alongside FCB SHOUT, which has been appointed by MEASAT as its creative agency of record.
The brand film, titled ‘CONNECTme to a Bigger World’, encapsulates how MEASAT’s WiFi service CONNECTme is capable of connecting Malaysians to a world that extends far beyond the one they know, perfectly embodying MEASAT’s brand mission to pave the way for a brighter future that connects Malaysians and bridges the digital gap in regions lacking in 4G, 5G or fibre technology coverage.
Anndrea Lye, senior copywriter at FCB SHOUT, said, “As we embarked on this campaign, we had a clear strategy and creative approach in mind – that’s to highlight the relatively smaller world experienced by Malaysians at present, especially those within rural and remote areas, and to illustrate the immense expansion of the world they could be a part of when they’re connected through CONNECTme.”
She added, “Which is why we chose to visually represent our target audiences in miniature form, juxtaposed against a super-sized letter – a striking contrast that effectively conveys the differences between their present situation and the boundless possibilities that open up with access to the internet. By consistently translating this theme across our brand film and creative materials, we’re able to introduce MEASAT’s mission and demonstrate that Malaysians can take a significant step towards a bigger world with CONNECTme.”
The appointment takes immediate effect with FCB SHOUT working with the Trapper Media Group to fulfil the appointment’s media remit and MEASAT’s incumbent PR agency, Rantau PR.
Syahriza Badron, general manager at FCB SHOUT, said, “Upon receiving the opportunity to work together, we immediately recognised that the key to fortifying the brand is by championing its vision to bridge the digital divide between urban and rural areas. We look forward to working with MEASAT to put the CONNECTme brand on the map in an even better way, and we’re really excited to bring an insightful idea to life cohesively across every touchpoint and position CONNECTme as the catalyst that enables a digitally inclusive Malaysia.”
Meanwhile, Ganendra Selvaraj, chief commercial officer at MEASAT, commented, “We partnered with FCB SHOUT as they effectively showcased their creative skills and conveyed MEASAT’s message through this campaign. Despite the technical nature of satellite broadband, our goal was to highlight how our CONNECTme services, which are readily available in rural and remote areas, can unite people and strengthen connectivity across Malaysia, even in areas without terrestrial coverage. FCB’s approach made our message more personal and relevant to Malaysians.”
