Case Study: Telekom Malaysia preserves Malaysia’s cultural heritage with VMLY&R

Telekom Malaysia lifts digital engagement to 20.9M with VMLY&R

The vendor VMLY&R partnered with Telekom Malaysia (TM) to address the challenge of the telecommunications brand being perceived as outdated and aging. TM needed to reframe its brand as progressive and innovative to stay relevant, particularly with younger audiences, and position itself as a human-centered tech company.

VMLY&R's solution was the "Mengukir Malaysia" initiative, which used innovative technology to preserve and celebrate Malaysia's cultural heritage during major festivals. This included activations like a Kufi Art Generator for Eid and interactive AR filters for Chinese New Year. The campaign successfully improved TM's brand perception, ranking #1 among 18 brands for helping build digital literacy. It achieved over 177 million impressions and 20 million engagements, significantly boosting TM's trust index.

Telekom Malaysia (TM)