| Title | EVERYONE CONNECTS |
| Brand | TELEKOM MALAYSIA |
| Product / Service | TM CORPORATE |
| Category | D01. Digitally Led Integrated Campaign |
| Entrant | DRAFTFCB Kuala Lumpur, MALAYSIA |
| Entrant Company: | DRAFTFCB Kuala Lumpur, MALAYSIA |
| Advertising/Web Design Agency: | DRAFTFCB Kuala Lumpur, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Noor Aziz | Draftfcb | Digital Executive Creative Director |
| Jam J Ariffin | Draftfcb | Associate Creative Director |
| Alec Loh | Draftfcb | Business innovations Director |
| Joseph de Leon | Draftfcb | Strategic Planning Director |
| Ridhuan Sidek | Draftfcb | Project Manager |
| Simon Wee | Draftfcb | Senior Project Executive |
| Lee Poh Li | Draftfcb | Digital Creative Group Head |
| Adriyanti | Draftfcb | Digital Copywriter |
| Raja Nurmaria Murni | Draftfcb | Account Director |
| Rachel Goey | Draftfcb | Account Manager |
| Tien Lu | Monster Interactive | Front-End Engineering |
| Verat | Monster Interactive | Back-End Engineering |
| Andy Gan | Monster Interactive | Account Executive |
| Brigitte Lu | Draftfcb | Social Media Manager/Writer |
TM was losing relevance with the youth, seen as a lumbering giant lacking innovation and not in tune with their lifestyle. They were also the most vocal about TM’s weaknesses. EveryoneConnects.Net was created to change this. This campaign, strongly Digital led, rallied the youth to connect, communicate and collaborate behind the idea and led them to the biggest Sing-Along Event in Malaysia. Along the way, it amassed a huge following on TV, radio, blogs, Youtube and Facebook that defied expectations. Within 2 months, it changed the catch-phrase ‘TM sucks!’ to ‘TM rocks!’