The ‘everyone connects campaign’ was an initiative by TM to position themselves as the enabler of digital lifestyles, instead of just being a broadband provider. Posterscope Malaysia mounted the biggest TM campaign in 2009 (over 100 sites for one month rather than the usual 3 – 12 months required by the contractors). The key campaign objective was to ensure that the target area, Klang Valley, was a sea of orange (the theme colour for everyone connects), thereby encouraging consumers to download the “Through my window’ ringtone, which was derived from the theme song central to this campaign. There were a number of noticeable achievements.
This was the first time that there was a road block on digital screens ( in this case 2 of the biggest screens in the city over 2 weekends). It was the first time Bluetooth technology was used with big digital screens. This recorded the highest ever Bluetooth downloads for a campaign in Malaysia – over 80,000 in 2 weeks.
