MTV HITS THE ROAD WITH MALAYSIAN VERSION OF PIMP MY RIDE
Joint collaboration with Xpax to offer customers the chance to pimp out their vehicles in MTV style
SINGAPORE/MALAYSIA/PHILIPPINES — 06 SEPTEMBER 2012: MTV has partnered with Malaysia’s leading mobile telecommunications provider, Celcom Axiata Berhad, to bring a Malaysian version of the wildly popular car makeover programme Pimp My Ride to viewers. The partnership will see MTV offering Xpax subscribers the opportunity to win vehicle makeover packages via the Whatchuwant? contest. The show will premiere on MTV SEA in November.
Pimp My Ride Malaysia takes an owner whose vehicle is in serious need of an automotive makeover and transforms the less-than-luxurious ride into a tricked out triumph. From custom rims and paint, to plush interiors and lowered suspensions, to the latest in lighting, audio and video accessories – six lucky winners are getting hooked up!
MTV takes viewers on a tour of the vehicle before their crew strips it down to bare bones and completely refurbishes it. In a matter of days, the makeover is complete and the new ride will have been officially pimped. Pimp My Ride Malaysia will be produced in the form of two 30-minute episodes where audiences can check out the latest in vehicle customization techniques and follow the process of six vehicles undergoing major overhauls.
From September 7 to November 26, selected entrants from the Whatchuwant? contest stand a chance to get their vehicles pimped out and featured on MTV. Celcom Axiata’s main prepaid youth brand, Xpax, will announce special dates on their Facebook page at www.facebook.com/xpaxfb and website at www.xpax.com.my. When customers subscribe to any of the six Whatchuwant? packs on those dates, they will be entered into the running for the vehicle makeovers.
“MTV and Xpax have a long standing successful relationship, and Pimp My Ride Malaysia perfectly demonstrates how we can work with a client to provide exciting one-of-a-kind customised opportunities. Xpax winners will be blown away by their vehicle makeover experiences and audiences can expect to see amazing “drab to fab” transformations of these vehicles in the show,” commented Vishal Kurien, Vice President, Advertising Sales, SEA.
“We were overwhelmed by the enthusiastic response we received from our previous Whatchuwant? campaign and wanted to reward our customers with bigger and better rewards while they enjoy being on the widest, most stable network in Celcom Territory. Xpax will continue to ignite their excitement with whopping rewards, unbeatable offers, exceptional rewards, bonuses and even a chance to have their vehicles made over by MTV’s Pimp My Ride Malaysia – all bundled within packs that we have customised specifically for our customers’ needs,” said Zalman Aefendy ZainalAbidin, Chief Marketing Officer of Celcom Axiata Berhad.
Fantastic daily prizes including a Samsung HD LED TV, Samsung Galaxy SIII mobile phone, Nikon Coolpix camera and Pioneer Blu-Ray sound system are also up for grabs during this period. Customers can sign up for the packs by dialing *128# from their mobile phones or SMSing “PACK” to 22188.
The Whatchuwant? contest is open to all Xpax, U.O.X. and S.O.X. customers. For more information, please visit www.xpax.com.my/whatchuwant_about.php.
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About MTV
MTV is the world’s premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. Outside of the United States, MTV is part of Viacom International Media Networks, a division of Viacom Inc. (NYSE: VIA, VIA.B), one of the world’s leading creators of programming and content across all media platforms. For more information about MTV in Southeast Asia, visit www.mtvasia.com.
About Xpax
Xpax is Celcom Axiata Berhad’s main prepaid brand, represents more than half of Celcom’s total of 9.2 million prepaid subscribers. Xpax is a brand that personifies every minutes of one’s time, offering the best value and unbeatable call rate from as low as 28sen for every 10 minutes. In addition, Xpax is also about empowering the young at heart in experiencing the extraordinary and amazing once in a lifetime feeling. Got X. www.xpax.com.my.
Media Contact:
Viacom International Media Networks
Loh Bi Feng
t: (65) 6420 7154 m: (65) 9002 9607
e: loh.bifeng@vimn.com