Results and Effectiveness

The campaign exceeded targets by 133%. The pioneering effort caught the attention of music labels, music event organizers, Hotlink competitors, our karaoke partners and particularly their customers who could now take home their favourite songs. Redbox received queries on New CRT download codes from customers when some of the latest songs were not updated in time. The Redbox partnership continues in 2009 with more songs and outlets.

Creative Execution

Over 500 songs were creatively embedded with Hotlink CRT (Caller Ringtones) download codes. As the chorus was being bellowed out, the Hotlink CRT download code appeared on screen for immediate purchase. Karaoke lovers can now entertain their callers with the songs they love to sing on their mobile. Hotlink CRT tag-on replicated Redbox top charts, with the latest selection of pop songs & some evergreen numbers in Chinese, English and Bahasa Malaysia targeting all races. By capitalising on the passion for karaoke, we intercepted our target in a captive and receptive mindset. Hotlink presence is further strengthened with screen savers during singing downtime and TVC in lobby as well as individual karaoke room’s screen.

Insights, Strategy and the Idea

Hotlink needed to cement its leadership position in mobile entertainment and achieve an ambitious double digit growth in mobile music download revenue. Our agency decided to tap into opportunities within our most likely prospect i.e. the urban youth communities in Klang Valley. Towards this end, we identified a strategic opportunity to capitalize on a potentially huge yet untapped Malaysia’s favourite past time. Recognizing Malaysia’s growing passion for karaoke singing as well as being a popular social outing, it gave us a perfect synergy: people go there to sing, so why not sell them Hotlink music downloads? Thus, we created the first ever partnership with the biggest karaoke chain in the country, Redbox.