Hotlink: #BikinSampaiJadi / Hustle till it happens

Hotlink, a prepaid mobile service, repositioned its brand in Malaysia to support and connect with Gen Z consumers.

Campaign details

Brand: HotlinkBrand owner: Binariang GSMEntrant company: Publicis Malaysia, Kuala LumpurMedia: Vivaki (Malaysia) Sdn Bhd, Kuala LumpurMarket: MalaysiaSector: Telephone & internet servicesMedia channels: Online video, Outdoor, out-of-home, Search marketing, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

The challenge was our business was suffering with a 2-year-old fatigued product offering. Number of subscribers and revenue were at a dangerous low.

With an insight that Gen Z are known to be the 'Hustler Generation': resilient, tenacious and unafraid of chasing their...

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