ASIA-PACIFIC – SINGAPORE, SEPTEMBER 7, 2010 – Bartle Bogle Hegarty (BBH) Asia Pacific has been appointed to handle the launch of YTL Communications’ 4G mobile internet network in Malaysia; the world’s first nationwide, 4G network. The account is said to be one of the largest to be awarded in the region.
YTL Communications is the communications arm of Malaysian infrastructure conglomerate – YTL Corporation Berhad Group. YTL is one of Malaysia’s largest corporations and ranked one of three most valuable brands in the country. It has global investments in utilities, cement manufacturing, construction, property development and investment, hotel management and development, and information technology.
BBH Asia Pacific is tasked to create a fully integrated brand campaign for the launch which includes strategy, corporate identity and packaging, retail experience, communications and activation.
The launch is expected to roll out later this year.
“Opportunities don’t come much bigger than this – launching a superior, nationwide 4G network into Malaysia, on behalf of a true consumer champion such as YTL Communications – to say we’re up-for-it would be an understatement ," said John Hadfield. CEO, BBH Asia Pacific.
BBH will partner three Malaysian based agencies – digital agency AGENDA, media agency Carat, and alpha245, for local implementation. BBH joins YTL Communications’ world class partners such as CISCO (for its IP backbone) and Samsung (Wimax base station technology), who are considered the world’s best in their field, to ensure the success of this launch.
Said Wing K Lee, CEO, YTL Communications:"This is an ambitious project, designed to bring the first high performance and reliable 4G mobile internet to people across Malaysia. Operationally we are on target to deliver, but to succeed we must launch and nurture a brand which inspires Malaysians to seek positive change and join us – which is why we’ve brought in BBH, who really get it".
The YTL Communications 4G launch is the most recent of a series of high profile brand launches that BBH Asia Pacific has been awarded, adding to the Singapore Tourism Board’s global destination marketing campaign and the rebranding of NTUC Income, Singapore’s largest insurer.
