Originally published on Marketing Magazine Asia

OMD Malaysia and CelcomDigi have rolled out a first mover in-app campaign with Grab that sees the vehicle icon prominently feature CelcomDigi’s logo throughout the user journey – from the booking stage to vehicle arrival and drop-off.

Consumers are spending more time on their smartphones today, from shopping and watching videos to booking and waiting for a ride. Through this strategic integration with Grab, CelcomDigi leveraged the window of opportunity to capture consumers’ attention while they are focused on their phones and anticipating their ride.

This campaign ensures continuous visibility of the CelcomDigi brand throughout the customer journey, fostering curiosity, and maintaining top-of-mind awareness among users, even for intercity cab rides.

Additionally, a CelcomDigi ad shows up at the bottom of the screen and on the home page of Grab, urging users to upgrade to a worry-free experience with telco’s widest and fastest network.

Grab’s market dominance as Malaysia’s widest ride network aligns well with CelcomDigi’s commitment to connect more Malaysians on its widest and fastest 4G/5G network in the country.

This made Grab the perfect platform for CelcomDigi to consistently build its presence and brand awareness recall especially amongst Grab users through consistent branding. CelcomDigi is the first telco in Southeast Asia to activate this campaign, which ran from 31 January until 13 March, 2024.

Commenting on the innovative campaign, Chan May Ling, Head of Brand and Marketing Services, CelcomDigi, said, “The recent Grab’s map takeover by CelcomDigi is a great example on how we want to strengthen our brand and reinforce our targeted audience’s connection with us in an innovative way.

We look forward to collaborating with OMD to come up with more out-of-the-box ideas that can push boundaries as we continue to widen our reach and presence in Malaysia.”

Mayank Bhatnagar, Managing Director, OMD Malaysia, said, “We are proud to launch this market-first initiative with CelcomDigi to effectively communicate their combined strength in being the widest and fastest network in Malaysia.

The client has been innovative and bold in its marketing and branding approach, which is inspiring. To date, we have seen increased curiosity since the logo appeared on Grab.” The agency was appointed to handle media duties for CelcomDigi last year.

To date, CelcomDigi has witnessed a click-through-rate of nearly 2%, a relatively high number for a display campaign, thus proving its relevance among target consumers. The telco is also working on a post-campaign survey to determine brand association.