TIME dotCom goes on marketing blitz for its enterprise campaign

TIME dotCom has launched its first large-scale enterprise campaign to build brand awareness for its 3C of digitalisation - cloud, connectivity and cybersecurity solutions. The campaign marks the telco’s first major investment in a 360 enterprise campaign and its debut in large-scale ATL media including DOOH, business radio, digital audio, and mainstream news publishers, Andrew Yeoh, head of marketing from TIME, told A+M.

The campaign is a part of TIME’s long-term B2B enterprise campaign platform which the telco aims to continue building under the umbrella theme of "Businesses Grow With TIME". Targeted at C-suites and IT personnel, the campaign highlights TIME’s digital infrastructure and ecosystem that is built around a “simple and recognisable device”, Yeoh added.

Together with creative consultancy Borderless, TIME’s marketing team developed eight key visuals using branded pictograms along with a series of headline-driven visuals currently running on digital platforms. 

The campaign took over six months to develop and first launched on 18 July. It has been running online and on DOOH screens in Kuala Lumpur for more than a month. According to TIME, the website traffic had seen more than 160,000 visitors in total whereas the total video views across YouTube, LinkedIn and Facebook exceeded the target of 2.1 million, garnering 3.1 million views.

Yeoh said: “Coupled with our strategic brand aspiration – Businesses Grow with TIME – we’re confident in establishing a long-term positioning and awareness in the enterprise market by offering our suite of solutions to drive its digitalisation initiatives.”

Edward Ong, creative director of Borderless, said: “If companies want to begin their digital journey or be part of the govt’s MyDIGITAL initiative, this is where it starts. Digitalisation is the catalyst for the next stage of growth. This is the campaign’s promise.”

Prior to the launch of this campaign, other telecommunications providers in Malaysia have also made their move in expanding their digital services. Last June, Axiata Group and Telenor Asia merged their telco operations Celcom Axiata and Digi. The completion of the proposed transaction will now be subject to the approval of the Securities Commission, Bursa Malaysia, and both Axiata and Digi shareholders.

Both telcos estimate that the merger will be completed by the second half of 2022. Upon completion of the merger, Axiata and Telenor will hold equal ownership of 33.1% each in the newly merged company, which will be named Celcom Digi Berhad, and will continue to be listed on Bursa Malaysia.

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