Cellcard - "Toy Car"

The biggest challenge of 2013 came in October, when we were briefed to work on a campaign imaginatively codenamed "WJC" (Why Join Cellcard).

What started off as a series of scripts pointing out why Cellcard is the better choice (cue : Apple vs PC campaign) it evolved, thankfully, to something more involving, heartwarming and had a very strong moral behind the story - yet, still taking a stab at the competitors.

Shot in December 2013, it went on air in January 2014.

View the tvc here - https://vimeo.com/87056453

The Director told us during the offline that the Cambodian translator he hired to help with the translation work cried in the session.

She simply did not believe that it was a commercial shot for the Cambodian market.

The 3-minute spot became 7min 47secs. And since it would have been financially impossible to run the 7 min version on air, it was decided that the 3-minute hit the stations whilst the 7 minuter went viral, starting with Cellcard's FB page. 

Two weeks later, the spot garnered 12,000 “Likes”, with over 3,000 comments (all of which were interesting to read themselves).

What made the project much more fulfilling was that there were no veteran actors or celebrities hired in this TVC.  The father was played by a university lecturer. The son, is a real life orphan. The debt collector actually collected money as a “part time” job.

More importantly,  this commercial was the start of many commercials that would make Cellcard appear more “human” as opposed to being a corporation hard-selling their products and services.

Credits
AGENCY : Phibious Cambodia
CD/CW : Izwar Zakri
Khmer CW : Pisal Ren
Producer : Engrid Rosal

Director : Barney Chua
EP : Malcolm Soh, Phoo
Editor : Jeff
Prod House : Filmbase Asia, Viet Nam
Post House : The Post, Bangkok

Music : Addaudio, Malaysia

Cellcard Thom Thom - "Big News"

Sometime in June 2013, Cellcard came up with this gobsmackingly awesome product : A SIM card that came with 10,000 minutes preloaded.

Product research garnered positive reviews - current subscribers and non-subscribers were interested to know about this product even more.

Calling it the "Thom Thom SIM" (SIM Big Big), it was subsequently launched based on the idea "No News is Bigger"

Unfortunately, Kong had to find that out the hard way.

View the tvc here - https://vimeo.com/96292025

Few days before the launch, a teaser was aired on TV. It featured Kong on top of a building letting out a roar, the spot ended with the message to tune in on a specific date & time.

The movie feel of this commercial captured the audience imagination and soon became the talk of the town for a few weeks. Heck, they even started calling it "King Kong SIM" instead of the original "SIM Thom Thom"


Credits
AGENCY : Phibious Cambodia
CD/CW : Izwar Zakri
SAD : Danny Thong
Khmer CW : Pisal Ren

Film Director : James Ashburn
EP : Andrew Ngeow / Sue-Ann Tan
Prod House : Redwolf Malaysia
Post House : The Spice Shop, Bangkok

Music : 2AM, Malaysia

Cellcard Niyeay - "Mother"

Another product Cellcard have is an all-talk plan for them lovely folks in the rural areas.

With the cheap call rates and readily available SIM cards, it is not uncommon to see people owning two - three mobile phones, with 3-4 sim cards, with them switching the cards whenever a telco gives out an offer.

This commercial has no significant offers or price plan (Cellcard has refused to be dragged into the price war) but nonetheless, still wanted to compete via offering a different message : You get quality calls with Cellcard.

The "Mother" tvc played on what every mothers in the world do when they are far for their sons - basically being updated on his well being.

Hence conveying the message that maintaining a relationship isn't dependent on having a phone alone. Being on a network that gives clear, quality calls is important too.

Shot in December 2012, it went on air first week of January 2013 (Yup, that meant spending Xmas in the editing suite) The spot was well received, seeing a hike in subscription and/or top ups in the duration of the months it went on air

View the tvc here - https://vimeo.com/96311940

Credits
CD/CW : Izwar Zakri
SAD : Danny Thong
Khmer CW : Chantha Prom

Film Director : Sunil Thomas
EP : Bou Panha
Prod House : Legend Tiger, Cambodia
Post House : DigiPost Viet Nam

Cellcard Kjey Sen - "Announcement"

Cellcard is Cambodia's leading mobile service provider.

Having won the account in December 2013, we have managed to produce quite a fair bit of tv commercials for them, starting with their new service : Cellcar Kjey Sen (Which means "Balance Advance"

This was a service that Cellcard launched to remove the inconvenience of having your conversation cut off when you run out of phone credit (they will give you an "advance" of USD 0.70, pending on your qualification).

Based on the insight that Cambodian's are generally very family oriented and love to talk and give updates to each other, this storyline was developed.

After shooting this back to back with another two tvcs in December 2013, it was eventually launched in Feb 2014

View the tvc here - https://vimeo.com/96292024

Credits
AGENCY : Phibious Cambodia
CD/CW : Izwar Zakri
SAD : Danny Thong
Khmer CW : Chantha Prom

Film Director : Sunil Thomas
EP : Bou Panha
Prod House : Legend Tiger, Cambodia
Post House : DigiPost Viet Nam