KUALA LUMPUR: Celcom (M) Bhd has unveiled English Premier League (EPL) football stars John Terry and Ryan Giggs as their latest Power Icons to further consolidate the company's position in the telecommunications market.
A 'Power Icon' is usually a famous sports athlete or musician that Celcom contracts to promote its brand. Among Celcom's original Power Icons in the sporting world were footballers Steven Gerrard, Michael Owen and Robert Pires.
"We have a new Power Icon line-up and we have selected the right players who cover the respective fan bases in Malaysia," said Celcom chief executive officer Datuk Sri Shazalli Ramly in a speech at the unveiling ceremony on Friday.
"This (fan base) explains why we appointed players such as Giggs and Terry, who play for two of the most popular football clubs in Malaysia, which are Manchester United and Chelsea respectively," he added.
Giggs and Terry were unfortunately not present at the unveiling ceremony.
Celcom initially introduced its original line-up of football Power Icons last year in conjunction with the launch of the 'Football Mad Nation' Campaign that coincided with the 2006 FIFA World Cup.
Its "talking heads" adverts, which showcased the original Power Icons introducing themselves and "talking" about the Celcom brand, proved to be Celcom's most successful advertisement last year.
Shazalli told reporters that it was Celcom's strategy to unveil its latest Power Icons now so as to coincide with the popularity generated from the current World Cup and Euro 2008 qualifying matches, as well as the big hype from the EPL itself.
Under a term that is to last for the remainder of the EPL football season, the current Power Icons will endorse Celcom's postpaid products and services, just like previous Power Icons.
"When we sign up the Power Icons, we sign a deal that they can cross-promote any of our products and services," said Celcom senior vice-president Zalman Aefendy who was also at the unveiling ceremony.
To promote the launch further, Celcom will be hosting viewing parties nationwide for the upcoming Chelsea vs. Manchester United match on Sept 23. The viewing parties will be held at 37 different venues that will be announced in major newspaper a day before the big game.
Customers who attend the viewing parties will also be able to receive gifts courtesy of the latest Power Icon launch.
"If a customer buys a starter pack or if an existing customer were to buy a reload, they get a free gift voucher and free poster of Giggs or Terry. There will also be lucky draws for a free handphone," said Zalman.
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