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This campaign redefined the fibre broadband experience with AI at its core—creating a zero-party data funnel that entertained users while driving meaningful leads. With owned media, it turned instinctive actions into emotional engagement and smart segmentation, proving how AI-powered innovation can shape consumer behaviour and deliver real, measurable growth.
The Malaysian broadband market is loud, crowded, and increasingly undifferentiated. Speeds and prices are no longer deal-breakers. Moreover, CelcomDigi was late to the game and lacked direct consumer insight. New research revealed another shift: Gen Z and Millennials now influence home broadband decisions. These digital natives are resistant to traditional ads, making them harder to engage, let alone convert.
We turned broadband selection into a discovery experience. Using OpenAI and Midjourney, we built a real-time, AI-powered quiz where users interacted naturally—drawing, swiping, or speaking. Their inputs generated a “Speedster” avatar, instantly visualising their digital persona.
This approach allowed us to collect zero-party data while making users feel like participants, not targets, bridging personalisation with lead capture.
The campaign launched through social teasers and eDMs, directing users to a playful microsite: Which Speedster Are You? Users engaged via interactive prompts, with AI generating a personalised avatar and fibre plan suggestion. In-store and on-ground, CelcomDigi staff facilitated the same journey through QR codes, turning walk-ins into leads without hard selling—just real-time participation, personalised results, and seamless digital-to-physical engagement.
In just 4 months, the Speedster Campaign surpassed the KPIs with owned media, AI, and zero-party data. This campaign successfully reshaped broadband marketing, leveraging AI and zero-party data to create an experience that Gen Z and Millennials wanted to engage with, share, and action.
Organic leads
Monthly leads from 5 leads monthly
Website visits
Average session duration
Bounce rate
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