Viettel - MyTel - Mobile Marketing Campaign of the Year

Company: Viettel Group
Company Description: Viettel Group is one of the world’s fastest-growing telecom operators with over 110 million subscribers and more than 70,000 employees. We have a presence in 11 countries in Asia, America and Africa. Besides Telecommunications, Viettel is also specialized in Hi-tech Research and Development, Information Technology and so forth.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Mobile Marketing Campaign of the Year

Nomination Title: Mytel’s MyGarawa campaign

Specify the date on which this campaign or program was launched: Mytel’s MyGarawa campaign was launched on 5th September 2020.

MyGarawa is derived from the Burmese word “Ga Ra Wa”, meaning to pay respect, reflecting upon the Myanmar season of Thadingyut. Thadingyut is an auspicious time where we pay homage and pay respect to our elders and seniors. Mytel introduced MyGarawa promotion for our valued customers as a new way to celebrate the Thadingyut tradition and share thanks to all our customers during COVID-19 pandemic in 2020.

When MyGarawa Game was launched, Mytel became the first telecommunication operator to introduce a jumping game where the character could jump with voice activation “Speak to jump” feature. This feature became a viral sensation that set a trend nationwide during Stay-at-home period in Myanmar, making MyGarawa a popular mobile game that could be enjoyed by all ages. MyGarawa game became the most popular and successful game created by Mytel since launch, able to bring smiles on the faces of our subscribers during a tough and restricted time of COVID-19 in Myanmar.

As per our quarterly planning, our promotional campaigns are mainly based on the seasonal activities that are celebrated by our mass customers, the people of Myanmar.

In order to smoothly execute MyGarawa campaign, we began with one and a half months of preparation for the game itself; our product team working towards creating a game concept that will suit the needs and style of Myanmar people. To align product with marketing, we brain storm to come up with the best suited design and promotion concept that will suit the season of Thadingyut. With up to a month of preparation, we were able to target and meet our scheduled launch dates for both marketing and system’s end. From KOL selection to TV and Radio airing, it was essential for us that we utilize the most effective channels to reach out targeted results based on research and well-rounded testing to best suit mass audience, and advertise accordingly via TV, Radio, Print Ads, Press releases Facebook, Google, YouTube, Viber and TikTok to reach the vast majority of the general public. Our communication channels are not only limited to KOLs and Influencers, but also our own exclusive Influencers that we call “Mytel Angels”, such as Mabel Oo, who is especially trained and contracted with Mytel, with a strong fan base to promote Mytel products and services only.

MyGarawa game successfully reached 400k average daily users who were active player during the campaign period of September to December 2020.

To keep these numbers up, we have run a series of strategically planned marketing activities to promote the game on a daily basis. To promote “Ah Ah Ah Challenge” on Facebook and TikTok, we hosted an online challenge to highlight the unique “Speak to jump” feature of MyGarawa game. With selected KOLs that were trending on social media with a great follower number, we created and communicated various promotional videos with comedy theme to engage with our mass audience. In order to promote the grand prizes of MyGarawa promotion; Mytel also operated a road show around Yangon city to display the prizes and gain attention both on-ground and social media. MyGarawa reached 70% of our target audiences where 1/3 users joined our campaign and 2/3 was aware of our campaign based on the nationwide market research result conducted by BrandScape in Q4/2020. Moreover, we also hosted 4 Livestreams sessions until the end of the campaign to find the lucky winners of the grand prizes, together with fun engaging mini games hosted by famous KOLs. With strong marketing operations, Mytel gained recognition as the Top 1 performing Facebook page in Asia Pacific Region for both Q3 and Q4 of 2020. Finally, in terms of total accumulated users of MyGarawa game, we were successfully able to reach a total of 3 Million Users.

Digital Thadingyut with Mytel MyGarawa (Press Release): https: //mytechmyanmar.com/mytel-mygarawa/
MyGarawa Road Show: https: //youtu.be/S-1UioaSOm0
MyGarawa TVC: https: //youtu.be/0j3ePp-GxeQ
KOL & Influencer Promotional Videos: Comedian Dain Daung & Actor Nay Toe
MyGarawa Live with Mabel (Short Clip): https: //youtu.be/-9zBxKywi8Y