Packet One Networks (Malaysia) Sdn Bhd (“P1”)’s ‘Sudah Potong?’ or ‘Cut Already?’ campaign received the industry’s highest honour at the prestigious 2010 Malaysia Effie Awards.
P1’s ‘Sudah Potong?’ campaign ran from October to December 2009 and was P1’s inaugural effort in mass scale above-the-line advertising campaign. Just a year into the Company’s commencement of 4G broadband services then, the ‘Sudah Potong?’ campaign was immensely successful; generating more than 40 per cent surge in new 4G P1 W1MAX subscribers. The ‘Sudah Potong?’ catchphrase quickly leapt into the glossary of Malaysian popular culture.
“’Sudah Potong?’ campaign is effective because it did exactly what it was conceptualised to do,” said P1 CEO Michael Lai. “It grabbed the attention of our target segment, gave them a solution for a pain they were experiencing, had a strong call-to-action to cut the wires, cut the cost and cut the lag. And it captured the P1 brand essence of being fun, innovative, impactful and a little cheeky.”
As a result of the campaign, P1 ended 2009 with an impressive 87 per cent brand awareness and was viewed strongest in being an innovative 4G broadband service provider as tracked by research firm AC Nielsen.
The ‘Sudah Potong?’ campaign was conceptualised together with P1’s advertising partner, Creative Juice-Sil, which has been holding the account from the brand’s inception stages.
Sa’ad Hussein, Creative Director of Creative Juice-Sil said, “’Sudah Potong?’ was so successful that P1 created a buzz throughout the country. With this award and together with P1, we are further inspired to have more great work in store to entertain Malaysians.”
He continued, “It’s not every day that you find a dream client who says ‘go for it’ on the most innovative out-of-the-box ideas. In fact, P1 demands on being different and the campaign must work of course.”
In a short 2 years since P1’s inception, the company has bagged a number of industry awards and accolades. These include the highly coveted 2010 Most Promising Service Provider of the Year by the prestigious 2010 Frost & Sullivan Malaysia Telecoms Awards, the 2009 MSC Malaysia APICTA Best of Start-Up Companies Award and the 2008 Red Herring Asia’s Most Innovative Private Technology Company.
The Importance of Effie
The Malaysia Effie Awards is jointly organized by the Malaysian Advertising Association (MAA), Association of Accredited Advertising Agents Malaysia (4As) and Media Specialists Association (MSA), in association with the Malaysia External Trade Development Corporation (MATRADE).
Since its introduction in 1968, Effie has become recognized by agencies and advertisers as the pre-eminent award in the communications industry. The only global award that honors achievement in meeting and exceeding marketing communications objectives, it focuses on effective campaigns, campaigns that work in the marketplace.
Campaigns must successfully combine all the disciplines that enter into a marketing program: planning, market research, media, creative and account management. They must demonstrate a partnership between agency and client in the creation, management and building of a brand.
Effie has become THE award to win in 40 countries on five continents. No other marketing communications award is so widely recognized – and so coveted – in so many places. Today, Effie also honors successful trans-border campaigns, with the Global Effie Award.
Effie celebrates more than 40 years of awarding Ideas that Work – the great ideas that achieve real results and the strategy that goes into creating them.
CJMY
Jimmy Tan
