PARAMORE CAMPAIGN BOOSTS TUNE TALK BRAND

PARAMORE CAMPAIGN BOOSTS TUNE TALK BRAND
Strategy works, will bring in more big names – CEO

KUALA LUMPUR, 10 November 2010 – American pop-punk band Paramore was on our shores only for one night but their maiden concert in Malaysia ‘Paramore Live in Kuala Lumpur’ at the National Stadium in Bukit Jalil is still playing in the minds of fans.

They keep on asking for more and Tune Talk is saying: “Yes, we’re listening.”

Paramore’s Hayley Williams, Josh Farro, Jeremy Davis, Zac Farro and Taylor York rocked the 12,000-strong crowd at the stadium throughout their 90-minute performance on 19 Oct, cementing its position as Kuala Lumpur’s music event of the year. The band then went on to win the Best Alternative award at the recent MTV Europe Music Awards.

Presented by Tune Talk Mobile Prepaid as title sponsor, the concert was co-organised by Tune Tones (formerly known as Tune Entertainment), which together with Tune Talk are members of Tune Group of Companies. AirAsiaRedTix, a division of the world’s best low cost carrier AirAsia, was the official ticketing agent.

Paramore’s performance in Kuala Lumpur received rave reviews from the media, who hailed the band for their energetic performance and clean, drug-free record. Meanwhile, personal blogs and social media networks such as Facebook and Twitter were filled to the brim with photos, postings and comments of the fans’ concert experience. And to Tune Talk, this is a cause to celebrate.

“We agreed to bring in Paramore even though we knew the cost could be a hindrance but it proved to be the right thing to do. We are so elated with the public’s response towards the first mega concert presented by Tune Talk Mobile Prepaid and to us this was the most exciting branding and marketing campaign we’ve had so far,” exclaimed Tune Talk CEO Jason Lo.

He noted that Tune Talk Mobile Prepaid’s Facebook group membership increased ten-fold from less than 1,500 previously to over 15,000, mainly driven by the Paramore craze.

“Through Paramore we are now connecting even more to the youth market via social media. More and more people are aware of Tune Talk’s offering as the mobile prepaid to offer the lowest flat rates nationwide and we are now a cool brand that everyone wants to be associated with. In this regard Paramore had provided a big boost to our positioning as a young, dynamic and fun brand that is aligned to the lifestyles of the people,” said Jason.

In view of the success of its Paramore campaign and in recognition of the youth market craving for lifestyle experience and their favourite music, Jason said Tune Talk is working on bringing more regional and international acts into the country.

“This is still being worked out and we will make the announcements when the time comes. In the meantime we encourage everyone to join our Tune Talk Mobile Prepaid community as our subscribers will not only enjoy the lowest rates for calls, short messages and data but will also receive direct benefits and enjoy privileges through our campaigns and promotions. For the Paramore show recently, for example, we gave a whopping 20% airtime bonus based on the purchased ticket price to our subscribers. Some even got to get up close and personal with Paramore!” he added.

At 16 sen per minute for voice calls and 5 sen per SMS to any domestic operator, and 5 sen per Megabyte of data, Tune Talk offers the lowest prepaid rates in the country. It recently launched a loyalty programme ‘Tune Talk Points for AirAsia Flights’ that allows subscribers to accumulate points when topping up and redeem those points for flight seats to any AirAsia and AirAsia X destination.

On the local scene, Tune Talk has supported musical talent shows like the Raaga Astro Awards 2010.

Jason, himself a singer, musician and songwriter, has three albums to his credit and will be launching his fourth album soon.