Amid rising living costs, the introduction of a new electricity tariff restructuring sparked widespread confusion among Malaysians. Misinformation spread quickly online, amplified by app inaccuracies and viral commentary, leading to over 2,000 complaints and a 117% surge in negative sentiment.
As such, TNB found itself at the centre of public frustration, with trust and understanding breaking down in real time. The challenge was not just to explain the change, but to correct misconceptions to regain clarity and confidence — fast.
We addressed the real problem behind the backlash: confusion. But instead of overloading audiences with technical explanations, we reframed the narrative around clarity and control. We helped Malaysians understand what the tariff restructuring meant for them in practical terms.
We mapped audiences based on their level of understanding and need for information, then targeted our content accordingly. From the highly sceptical and misinformed, to those curious but unsure, to those already seeking detailed clarity — each group was met with communication designed for their level of comprehension.
Across all touchpoints, the approach remained consistent: simple, direct and stripped of ambiguity. No jargon, no assumptions, no room for misinterpretation. By doing so, we shifted the conversation from frustration to understanding, and repositioned TNB as a trusted source and provider of clarity.
