4.01.2017 - 19.02.2017 (Week 1 - Week 3)
Yasmin Kamarudin
0325946
Collaboration and Professional Association
Digital Print Advertisements
The visual execution is a documentary of what had happened when Tune Talk's Thug Santa wen around, thus creating awareness in the real time of when they actually went around Kuala Lumpur specifically Pavillion KL and whoever saw him would get a gift. I'm not so sure what it is but judging by the amount of people that found him, it is effective and impactful.
This advert's visual execution is something new and different as it uses hashtags. The had showcased the spirit of Hari Raya by singing a Hari Raya song with two bands. This also had used the concept of using artists to endorse in the video. The impact didn't go so well I believe as the comment on the video, didn't expect such a song to be sung.
Yasmin Kamarudin
0325946
Collaboration and Professional Association
Tune Talk Research
Tune Talk's History and Background
3. Tune Talk's target market demographics (profiling)
Based on the rewards and promotions that Tune Talk had done previously (as mentioned at question #2) their target market is for young adults in specifically with the Generation Y. Their art style of their posters also proves that their targeted audience is young, fun and exciting. It can be said that their most numbers of users are from Malaysia and the second country would be Indonesia.
4. Tune Talk's past promotional media (including print) or campaign and review each (concept, visual execution and impact)
Tune Talk's History and Background
Tune Talk is the largest multi virtual network operator (MVNO) which means it is a wireless communication provider that does not own a wireless network infrastructure. Therefore they ride on the network of Celcom in 2008. This also means that Tune Talk has a business model that can make them focus better on their product, customer service and marketing since they do not need to maintain the cost of having a cellular network.
1. Tune Talk's brand position in the market (compared with competitors)
Based on my research, the top 3 brands in the market of Malaysia is Maxis, Digi and Celcom. As of the third quarter of 2016, Digi is now the most numbers of subscribers in Malaysia which stands at 12.24 million whereas Maxis is 12.05 million subscribers (source). Maxis is no longer the one leading the market but it still has the largest network coverage in Malaysia, with Digi not far behind. There isn't much on the progress of Tune Talk as a brand itself, other than it's numbers being in the other's category. As of Q12015, this article stated that Tune Talk could have approximately 1.5 million subscribers which makes them in the 5th in their position amongst Maxis, Digi, Celcom, and U-Mobile. As of July 2016, this article stated that Tune Talk has approximately 1.6 million, which had an increas of 0.1 million in about a year, which still means that it remains the fifth telecommunication brand in Malaysia.
2. Tune Talk's product offerings and market segment
Tune Talk has a data plan, call plan and a traveller plan.
Tune Talk's Data Plan
This data plan offers various days plan and monthly plans stating the internet data plans per month or per day there is.
This data plan is a plan that include an internet data and call plan daily, weekly and monthly.
Talk Plan
Tune Buddies plan offers a plan that can only apply for the user's 10 buddies where the amount charged per call, sms, internet data and min call is charged accordingly.
Talk Local lah is similar to the Tune Buddies but it's for numbers that are not using Tune Talk. The amount charged per call, sms, internet data and min call is charged accordingly.
38Sen plan is I believe a daily charged plan on how much a minute and sms costs you only pay 38sen per day. But it could also mean that 38sen/day is just a name.
Traveller Plan
The Traveller Plan is how it is in the visual above. It seems like the free international shipping is the best offer they have amongst the rest. The comparisons are down below.
Tune Talk as a prepaid plan in Malaysia in general offers about the same with its competitors (such as discounts, buy 1 free one and etcetera. Maxis seems to have similar rewards to Tune Talk compared to Digi. Tune Talk seems to offer more rewards that are more relatable to the young adults which I believe are where Tune Talk's market are more segmented to. Their offers include discounts to Laser Tag Entertainment outlet, Enerz Extreme Park and more. These places mostly attracts young adults age between 20-30 years old (which is possibly why our target audience of the traveller plan is the same). In 2014, they had made it clear that their market was towards the younger generation as they partnered with Malaysian Invasion Mixed Martial Arts (MIMMA) which was also to create brand recognition for Tune Talk. I also believe they are also targeting travellers inside and outside Malaysia since their parent organization company is Tune Group that also owns Air Asia. They had also stated in July 2016, that they are collaborating with Air Asia, to increase their roaming services which is to offer to the future customers of Tune Talk. They were planning to leverage on Air Asia's footprint that had almost 60 million passengers in 2016 which I think is a good tactic to increase their brand's standing and also the status of Tune Group.
In terms of Tune Talk's Traveller Plan, these are the comparisons I made with Tune Talk's competitor's traveller plan.
Tune Talk - RM 40
Number has 75 Days of validity on activation
1GB Internet Data (7 Days)
RM5 Call Airtime
Maxis - RM25
400MB Internet Data (7 Days)
RM5 Call Airtime
Digi - RM25
300MB Internet Data
Unlimited Whatsapp
30 Mins Talktime
30 SMS
10 MMS
U-Mobile - RM15
500MB Internet Data (15 days)
Top up RM1 Free Call (24 Hours)
Celcom - RM18
1GB Data
36 sens for every 30 seconds call
1. Tune Talk's brand position in the market (compared with competitors)
Based on my research, the top 3 brands in the market of Malaysia is Maxis, Digi and Celcom. As of the third quarter of 2016, Digi is now the most numbers of subscribers in Malaysia which stands at 12.24 million whereas Maxis is 12.05 million subscribers (source). Maxis is no longer the one leading the market but it still has the largest network coverage in Malaysia, with Digi not far behind. There isn't much on the progress of Tune Talk as a brand itself, other than it's numbers being in the other's category. As of Q12015, this article stated that Tune Talk could have approximately 1.5 million subscribers which makes them in the 5th in their position amongst Maxis, Digi, Celcom, and U-Mobile. As of July 2016, this article stated that Tune Talk has approximately 1.6 million, which had an increas of 0.1 million in about a year, which still means that it remains the fifth telecommunication brand in Malaysia.
2. Tune Talk's product offerings and market segment
Tune Talk has a data plan, call plan and a traveller plan.
Tune Talk's Data Plan
This data plan offers various days plan and monthly plans stating the internet data plans per month or per day there is.
This data plan is a plan that include an internet data and call plan daily, weekly and monthly.
Talk Plan
Tune Buddies plan offers a plan that can only apply for the user's 10 buddies where the amount charged per call, sms, internet data and min call is charged accordingly.
Talk Local lah is similar to the Tune Buddies but it's for numbers that are not using Tune Talk. The amount charged per call, sms, internet data and min call is charged accordingly.
38Sen plan is I believe a daily charged plan on how much a minute and sms costs you only pay 38sen per day. But it could also mean that 38sen/day is just a name.
Traveller Plan
The Traveller Plan is how it is in the visual above. It seems like the free international shipping is the best offer they have amongst the rest. The comparisons are down below.
Tune Talk as a prepaid plan in Malaysia in general offers about the same with its competitors (such as discounts, buy 1 free one and etcetera. Maxis seems to have similar rewards to Tune Talk compared to Digi. Tune Talk seems to offer more rewards that are more relatable to the young adults which I believe are where Tune Talk's market are more segmented to. Their offers include discounts to Laser Tag Entertainment outlet, Enerz Extreme Park and more. These places mostly attracts young adults age between 20-30 years old (which is possibly why our target audience of the traveller plan is the same). In 2014, they had made it clear that their market was towards the younger generation as they partnered with Malaysian Invasion Mixed Martial Arts (MIMMA) which was also to create brand recognition for Tune Talk. I also believe they are also targeting travellers inside and outside Malaysia since their parent organization company is Tune Group that also owns Air Asia. They had also stated in July 2016, that they are collaborating with Air Asia, to increase their roaming services which is to offer to the future customers of Tune Talk. They were planning to leverage on Air Asia's footprint that had almost 60 million passengers in 2016 which I think is a good tactic to increase their brand's standing and also the status of Tune Group.
In terms of Tune Talk's Traveller Plan, these are the comparisons I made with Tune Talk's competitor's traveller plan.
Tune Talk - RM 40
Number has 75 Days of validity on activation
1GB Internet Data (7 Days)
RM5 Call Airtime
Maxis - RM25
400MB Internet Data (7 Days)
RM5 Call Airtime
Digi - RM25
300MB Internet Data
Unlimited Whatsapp
30 Mins Talktime
30 SMS
10 MMS
U-Mobile - RM15
500MB Internet Data (15 days)
Top up RM1 Free Call (24 Hours)
Celcom - RM18
1GB Data
36 sens for every 30 seconds call
The top 2 most well known brands' (Digi and Maxis) offer cheaper prices but with less internet data. After calculating how much 1MB of internet data costs for each company, the cheapest one out of all of them is Tune Talk, even though it seems the most expensive, the travellers are paying for the amount of Internet data the travellers get without topping up unlike the rest.
3. Tune Talk's target market demographics (profiling)
Based on the rewards and promotions that Tune Talk had done previously (as mentioned at question #2) their target market is for young adults in specifically with the Generation Y. Their art style of their posters also proves that their targeted audience is young, fun and exciting. It can be said that their most numbers of users are from Malaysia and the second country would be Indonesia.
4. Tune Talk's past promotional media (including print) or campaign and review each (concept, visual execution and impact)
Digital Print Advertisements
- Free Data Madness (April 2016)
This promo offers free internet data as you top up your prepaid. It isn't exactly new but they had increased their rates from before. - New Data rates (June 2016) - source
They are offering a plan to pay only RM18 monthly for 1GB worth of data and RM10 for 500MB. Now currently on their website, they are offering RM8 for 1GB and RM5 for 500MB for monthly (or so I thought). However, on the website to subscribe to the plan, the choice remains RM18 monthly for 1GB, which means the new advertisement below is for current users who needs to top up their data instead of being included in their subscription plan which is a day pass.
- Collaboration with other companies
Tune Talk also promotes their rewards and collaboration with other companies such as restaurants and entertainment places. These three are one of many that offers cheaper prices for Tune Talk users. I've realized that when it comes to rewards they use the same character which is the blue guy wearing sunglasses.
In general, Tune Talk digital print ads have the same visual execution, which uses a vector based art style in drawing out the characters and other elements in the poster. There are other ads that I chose to not include but there are all generally the same thing (which is data changing plan and days where you can talk longer, for free and etc.) Their concept can be concluded to be fun and colorful. Both these elements are present in the posters I found that were posted in both their active social media such as Facebook and Twitter. Their poster usually don't leave much white space and their logo placement are always cut off in the bottom. The fonts that they usually use are rounded as it complements their brand and corporate identity. I am unsure of how impactful these ads were but by posting in their social media, you can see in the amount of shares and likes it has. On twitter, they don't have much responses, but on Facebook, the shares are not really a sum amount. By reading the comments on the Data plan of 1GB for RM8, users were stating how other teleco companies offer cheaper prices for a day pass such as Hotlink for RM3 for 1GB. These kind of comments should make worry Tune Talk as some were suggesting how they might want to change their prepaid plan to other companies. On the other hand, they also have outdoor advertisements which from what I see aren't as eye-catching as these ones online. (I couldn't find a photo of it).
Video Advertisement
- Tune Talk Brand New Prepaid (2010)
- When Tune Talk first started out (I believe) they started to create TVC to create a brand awareness of their new mobile prepaid plan. The ad consisted of the plan's USP which are the RM100,000 of PA insurance, free Air Asia E-gift vouchers and super low call rates. Their concept was humor and a bit of breaking the fourth wall (as when the promoter is looking at the camera holding the sim card). The visual execution of the ad is live action and a bit of motion graphics. I don't know how impactful this ad is for the target audience but for me it does get the message out about the existence of Tune Talk's Prepaid Plan.
- Tune Talk Cultural Ads
- Tune Talk CNY TVC is more of a subtle approach in promoting their brand. Their visual execution is like a short movie that makes the viewers want to see the ending of the conflict. In the end of the video, their tagline is just to celebrate Chinese New Year with Tune Talk. This was done I believe, to increase their brand awareness. Their concept was to use a cultural value of the celebration of Chinese New Year to promote Tune Talk. They had use the theme of family as well as to make it more relatable to their target audience. This ad could only be impactful to the people celebrating it as it relates to them more.
- Both these following ads uses the same concept as above although with different celebrations for different beliefs and/or races.
The visual execution is a documentary of what had happened when Tune Talk's Thug Santa wen around, thus creating awareness in the real time of when they actually went around Kuala Lumpur specifically Pavillion KL and whoever saw him would get a gift. I'm not so sure what it is but judging by the amount of people that found him, it is effective and impactful.
This advert's visual execution is something new and different as it uses hashtags. The had showcased the spirit of Hari Raya by singing a Hari Raya song with two bands. This also had used the concept of using artists to endorse in the video. The impact didn't go so well I believe as the comment on the video, didn't expect such a song to be sung.
- Tune Talk: Do you want more?
- This Tune Talk Ad promotes the rewards that Tune Talk offers to its users. In the video, they mentioned what they could get, which is Free Flight Tickets, Free Concert Tickets and Free Insurance and they ended with a tagline that Tune Talk is more than just a prepaid. The concept of this ad is more or less humor mixed with excitement and thriller. The built up of the scene where the character promotes Tune Talk's offers and also the fact that he had been punched makes it a bit of both of those characteristics. The visual execution of it was a live action in a dim lighted as more to create drama. The impact for me is successful in terms in creating an existence of what Tune Talk can offer and I'm sure it is the same for most people.
- FREEky Call ( Free Calls from 12AM - 6AM on 17th August 2016, Hungry Ghost Festival)
- This was a marketing stunt done by tune talk on 11th of August 2016. They had made it seemed like this person was haunted by a ghost, and was showed through a CCTV screen. Later on 15th of August, they had revealed what actually happened and showed what was happening. The video showed how a relative of the haunted victim was actually calling them with Tune Talk's Freeky call (see video below).
- Personally, I would say it was successful in gaining the attention of the target audience (impact) on Facebook which increase their brand awareness since the video was posted by TuneTalk. The video of the CCTV had over 3.3k likes/reactions and 12.6k shares. However, the video promoting the FREEky Calls has less than 1k likes/reactions and also shares, but this could be due to the only TuneTalk's customers The concept of the video was horror and humor. They also used a cultural value of the celebration of the Hungry Ghost Festival. The visual execution of the FREEky calls advert was a live action video, of third which was paired along with a promotional segment breaking the fourth wall concept integrated in the middle of the video. I admired this part as this scene stood out and made people remember what they're promoting more.
