Celcom bolts to new 4G LTE campaign

Celcom has finally unveiled the man on the billboard that has piqued the curiosity of KL drivers since April.The telco has chosen the fastest man on earth Usain Bolt as its speed icon in its ‘Celcom's Fastest Territory' campaign to promote the 4G LTE service.Besides Bolt, other speed icons to anchor this campaign are Marvel cartoon character Flash and cheetah.Through this campaign, Celcom targets early adopters and its existing data customers who want data access with high bandwidth."The campaign is about speed and to state our dominance in coverage by putting a human face in association with speed. We feel the message about this network belongs to our customers hence we bring them the icon of fastest networks and the network is theirs," said Zalman Aafendy Zainal Abidin (pictured), chief marketing official of Celcom Axiata.The campaign, which began on 22 April, started with teaser billboards featuring a silhouette of Bolt on high traffic areas along LDP and USJ Summit 11 days prior to the official campaign launch.In conjunction with the campaign, Celcom has introduced an official Facebook page(www.facebook.com/celcomfirstfanpage). Fans can participate in "Can You Bolt?" contest by submitting pictures imitating Bolt's famous pose.Starting 18 May, Celcom will introduce LTE on mobile and a mobile internet campaign to provide free trials for consumers.Currently, Celcom has 60 to 70 sites ready to run in the Klang Valley. By the third quarter of this year, Celcom is expected to have 300 sites running. By end 2015, 1,500 sites will be switches nationwide.Currently, Celcom has 1.05 million mobile broadband subscribers, representing a 20.5% growth in revenue for 2012 and contributing 12% of total revenue last year. Device growth alone was at 26.5% for smartphones in 2012 with 2.86 million units on the network at the end of 2012 compared to 2.26 million a year before, Zalman tells A+M.