Integrated Marketing

CLIENT:TM ONE
TYPE: INTEGRATED CAMPAIGN
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CONTEXT

TM ONE is the business-to-business arm of Telekom Malaysia Berhad (TM), the largest telecommunications provider in Malaysia. It empowers large enterprises and the public sector to realise their digital transformation ambitions with the latest technologies and solutions across cloud, connectivity, cybersecurity, and smart services. Being part of a Government-Linked Company (GLC), TM ONE also carries the mandate to enable a Digital Nation.

THE CHALLENGE

Similarly to many traditional telcos, TM ONE needed to improve it’s brand perception as a trusted partner beyond connectivity solutions, especially in areas such as Cloud and Cybersecurity. In addition, TM ONE had to build credibility that it was a partner that its customers could trust when it comes to digital transformation initiatives.

Like most B2B organisations, TM ONE relied on traditional marketing channels such as print, radio, OOH and events for brand building and lead generation, however, due to COVID-19, TM ONE had to rethink its channel strategy from omni-channel to omni-digital.

THE SOLUTION

Journey to Transformation - To conceptualize a data-driven B2B marketing strategy, TM ONE worked with IDC, Kantar and BBN Singapore to produce desk research and market research reports to understand the opportunities and challenges each of its target industries were facing.

Rebranding and Repositioning TM ONE - Being a newcomer in the IT space, TM ONE would need to compete with global IT brands such as Microsoft Azure and AWS who were well known in the Cloud market and brands such as Akamai and Fortinet in the Cybersecurity market to grow its business and it would need to prove that it was knowledgeable in AI, IOT, Big Data, IR 4.0 and Smart Services in order to be considered as digital transformation partner.

TM ONE’s marketing team conducted a series of brand workshops with internal stakeholders using BBN’s Brand Identity Management (BIM) framework to identify TM ONE’s brand gap and the right positioning for TM ONE.

THE RESULT

The integrated campaign produced significant results. According to TM ONE’s quarterly brand health tracker report, it improved its positioning across multiple dimensions. A full 60% of its customers now think that TM ONE exhibits technological thought leadership (a 16-point increase), is trusted (a 16-point increase), offers integrated solutions (a 6-point increase) and offers cloud solutions (a 27-point increase). Overall, this contributed to the growth of its brand power by 0.9 points (from 7.6 to 8.5).

The campaign generated revenue of RM 10.6 million, from a pipeline of RM 411 million, based on 22,750 leads.

It also resulted in:

  • 195% growth in website traffic
  • 173% increase in YoY marketing-attributed revenue for Cloud Services
  • 3000+ visits to TM ONE’s virtual experience city
  • 16.2% increase in the lead funnel
  • 1,012 attendees to the LEAP Virtual Summit, generating RM700k in contracts
16.2%

increase in the lead funnel