Waves of Forgiveness
Implemented a generative AI music-creation tool into TM’s Raya campaign
problem
insight
solution
results
TM, Malaysia’s largest telecom operator, wanted to reposition itself from a tel-co to a tech-co during the festive celebration of Raya by introducing people to unique applications of AI.
x% of Malaysia had only experienced AI in the form of Chatgpt and only viewed its application from the lens of work or productivity
We piloted a digital platform that allowed Malaysians to generate a personalized song generated by AI in real-time that they could send to their loved ones to share the spirit of Raya festivity.
4k+ songs generated by organic visitors
The learnings from this pilot allowed us to confidently launch TM's award-winning National Day campaign later in the year
