Myanmar · Brand & Creative Communications
MPT: Happy Myanmar Festival Campaign
Amid intense competition between Myanmar's telecom operators, MPT asked Ruder Finn Era to celebrate the Thadingyut and Tazaungdaing festivals with its growing customer base on social media. The Happy Myanmar campaign drew 50,000 participants, 865,000 unique visitors to its microsite and 7.2 million unique reach.
The challenge
With international operators fighting for Myanmar's subscribers, MPT's strongest asset was its identity as the truly local operator. The festival season of Thadingyut and Tazaungdaing, when the country lights up and families gather, was the natural moment to prove it.
MPT wanted to celebrate the festivals together with its customers on social media in a way that involved them at scale, rather than simply posting seasonal greetings.
Our solution
Ruder Finn Era built Happy Myanmar as a participatory social campaign anchored on a dedicated microsite, giving customers a place to share their own festival moments and take part in the celebration with MPT.
The campaign was promoted across MPT's social channels during the festival period, using the operator's local credentials as the emotional core and the microsite as the mechanism for participation. Participation was tracked through the microsite, which recorded 865,000 unique visitors over the campaign, and the work sat within the three-year social and digital retainer that Ruder Finn Era ran for MPT.
The results
- Client
- MPT
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Telecommunications
- Engagement
- Project
