Cellcard – Toycar

Cellcard’s, and the nation’s, first 7-minute film spot became a hit after appearing on television, YouTube and Facebook.

Challenge

As competitors continue to offer lower rates to attract consumers, Cellcard needed to strengthen the perception that its rates may not be as low, but the quality of its offers (e.g. calls) remains unbeatable in the market.

Strategy

Our strategy was to shift the focus from product selling to ultimately connecting consumers with the attributes of the brand – quality calls, strong network connectivity and human connections – rather than just the product.

Execution

The “Toycar” TVC focused on a lower-income family challenged by financial problems, whose crisis is resolved by making an important call via Cellcard’s mobile network.

Results

The film resonated with cultural insight and demonstrated relevance to Cambodia’s majority of low-wage earners. Audience gave it 11,779 likes and over 2,800 shares on its Facebook page in a span of weeks.

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