MERIT S4.1 Most Effective Creative - Campaign
webe 850(1).jpg


Grey Worldwide


webe digital sdn bhd


webe 850


webe is a new telecommunications provider that was preparing for its entry, as the 5th player, into the 140% penetrated Malaysian market. However, prior to its service launch, webe set out to build a test bed of 60,000 registered members, equipped with LTE850-compatible smartphones, for pre-launch products and services.
The challenge
As it may have popped into your minds already: “What the hell is an LTE850-compatible smartphone?” And therein lies the challenge.
For the brand, we were looking to recruit 60,000 registered members with LTE850-compatible smartphones as webe operates on the low frequency bandwidth of 850mhz. This means that when a user has an LTE850-compatible smartphone on our network, they will have the best, and most stable experience.
To set the right foundations prior to our full service launch, it was crucial that we identify the right users to direct our marketing efforts to, as the feedback and word-of-mouth of these initial group of potential customers


(In response to the brief, see the attached solution)


Executive Creative Director: Graham Drew
Group Head: Heng Thang Wei
Senior Copy Writer: Michelle Chong
Art Director: Ian Lai
Senior Digital Designer: Terces Pok
General Manager: Jo Yau
Account Director: Ashley Chia

Activation Director: Marcus SK
Activation Manager: Ken Leong, Elaine Ng