How CelcomDigi Business Fused Malay Heritage with AI to Spark Innovation in Business News

Objective

CelcomDigi Business aimed to own relevant segments within NSTP Business sections and sought an innovative way to showcase its offerings to business news readers. This had never been done before in this content space.

Challenge

CelcomDigi Business needed to stand out within the business content ecosystem. The brand was looking for a fresh, never-been-done format to engage business readers while showcasing its innovation and relevance.

Result

5.3M total widget impressions

2M total widget engagements

136% higher engagement rate compared to standard banners

16% increase in time spent on articles with the widget

32.8% brand lift (vs audiences not exposed)

86% of surveyed users viewed CelcomDigi Business as innovative

Insights

AI’s growing talkability saw a +74% increase in 2024 (Meltwater), indicating strong relevance among business audiences. This presented an opportunity to introduce a culturally driven AI experience that could connect more meaningfully with local readers in a business content environment.

Strategy

We trained an AI model to craft four-line pantuns, blending tradition with technology. Targeting Malay business readers and SMEs, we placed the widget on all business articles across Berita Harian and Harian Metro, analysing complex articles in real time and transforming them into easy-to-consume pantuns. This reinforced CelcomDigi Business’ position as an industry innovator while driving meaningful engagement with business content readers.

Execution

  • AI-powered widget was placed on all business articles across Berita Harian and Harian Metro

  • The widget analysed complex business articles in real time

  • It generated four-line pantuns that transformed the content into easy-to-consume summaries for readers

Key Takeaway

  • AI-driven pantuns created a fresh way to engage serious business readers

  • The approach blended innovation with Malay heritage to stand out in traditional media

  • CelcomDigi Business reinforced its position as an industry leader through culturally relevant tech innovation

Want to see similar results for your brand? Contact us today to start your campaign

Get in Touch