Showcasing: Advertiser of the Year

The Challenge
“Merdeka!”, the signature cry of Malaysia’s independence. Sadly, the spirit of Merdeka seems to be fading as Malaysia faces racial division like never before. Maxis, a homegrown brand, made it its mission to drive Positive Change by celebrating diversity amongst Malaysians with the Internet.

Insight, Strategy and the Idea
In reality, Malaysia is strong because of its mixed cultures. Cultural diversity is ingrained in us. We even have a term for it; “Rojak”, when different things or people are mixed together. “Rojak” in the language we use, the food we eat, the friends we make. Last Merdeka, we reminded Malaysians of our “Rojak”ness, and let them EXPERIENCE what it truly meant to ‘put yourself in others shoes’. We created Rojak360°- Malaysia’s first 360° film series of uniquely Malaysian stories, designed to allow viewers an immersive experience of being Malaysian, ‘in every degree’ with the Internet.

Media Execution
We partnered with Malaysia’s No.1 content provider YouTube, and five homegrown award-winning storytellers, and broadcasted Rojak360° films through YouTube’s 360° immersive video-on-mobile platform. By just moving their phones, we allowed viewers an immersive experience of being Malaysian, from different perspectives! Each story reminded Malaysians the importance of sticking together. For example, ‘RojakCowCow’ is a story where neighbours of different ethnicities rally to bring alive a home blessing ceremony that almost didn’t happen. Rather than just screening to audiences in cinema halls, Rojak360° also reached 15million Malaysian mobile screens on launch day through YouTube Masthead. Whilst the movie trailers were screened via 360° banner ads ran across display and social platforms, a first in Malaysia.

Results and Effectiveness
Rojak360° films cumulated +16.3million minutes viewed with an impressive average 48% view through (industry average 30%). +82.2million impressions, +4.18million views, and +RM3.98million earned media value. Maxis ‘Innovative Brand’ scores +20% whilst ‘Best for Mobile Data’ +10%. The best testaments? Heart-warming comments “Love this. Brings out the Malaysian in me!”.

The Challenge
The usual way of asking for donations doesn’t work anymore. With rising charity scam reports, Malaysians are more cautious when donating. Hence last CNY when Maxis partnered with EpicHomes, a nonprofit that builds homes for rural families, we needed to find a way that would inspire donations.

Insight, Strategy and the Idea
We realised: 1.”Home” is a core value for CNY So traditions like home decorating and reunion dinner happens at home. A ‘building homes for underprivileged’ campaign would drive a message that hits the right chord. 2.CNY one of the biggest online shopping season With +3million shoppers browsing for clothes and decorations, eCommerce sites are high traffic platforms to target these captive audience. Capitalising on shoppers’ mindset, we decided to turn Malaysia’s top 5 eCommerce platforms into new medium for awareness, participation and volunteer recruitment. We transformed these online SHOPPING platforms into online GIVING platforms and created ‘Maxis Kongsi Home Project’.

Media Execution
Instead of soliciting donations, we ‘SOLD’ donations as raw house building materials like wood panels and water taps. Strategically PLACED ALONGSIDE normal merchandises as NATIVE PLACEMENTS, shoppers were sure to see our ‘ads’ on these adfree platforms. Donations can be BOUGHT through a simple ‘Add to Cart’. To promote ‘purchases’, we created a series of cheeky FengShui themed videos. Each video promoted a building material and gave shoppers auspicious reasons to ‘purchase’. Traffic was then directed to eCommerce sites to complete the transaction. Ads and postings on Maxis and partners’ social platforms drove awareness to 24.61million fans (combined profiles). The final push, retargeting banners to those who’ve interacted to drive second chance conversions.

Results and Effectiveness
An astounding 15,751 donations ‘sold’, that’s RM126,008 to build 3 homes for 3 families! Donations 6x more than previous Maxis CSR project. Campaign garnered +52.3million impressions and reached 31.67million online profiles (combined networks). RM1.93million earned media value. Maxis ‘Caring Brand’ scores +7% and ‘Good Workplace’ +8%.

The Challenge
Marketing HotlinkFAST mobile prepaid to youth was becoming increasingly challenging especially when priced at a premium compared to competition. With rising cost of living, we needed to justify its price premium through better network speed and quality.

Insight, Strategy and the Idea
Most consumers don’t understand speed jargons like “Up to 225Mbps” on our ads. Instead of just TALK, we needed to SHOW Hotlink’s largely youth market how FAST we are. At that time, PokemonGo became a global craze and Malaysian youth eagerly anticipated its launch locally. With PokemonGo, we saw the perfect opportunity to demonstrate HotlinkFAST’s superior network speed and strength. A location based Augmented Reality mobile game, the geo location element requires players to hunt Pokemons by visiting different places in their real world. And the fastest way to catch them is if you have a ride. Our idea? Why “Catch ‘Em All” when you can “Catch ‘Em All” FASTer with HotlinkFAST!a

Media Execution
We partnered with Grab, Malaysia’s most popular taxi hailing service, and created PokeMobiles – Malaysia’s FIRST and ONLY, FASTest Pokemon-hunting ride! Inspired by the fire dragon Charizard, a popular Pokemon species, we branded Grab Taxis with 3D dragon wings and tails! These PokeMobiles are specially equipped with every imaginable necessity a PokeHunter needs – built in PokeMonitor for easier hunting, mobile charging system and a designated PokeDriver. Book for the free service by selecting “PokeMobile” icon on the Grab app. Driving Anticipation We wasted no time in riding on the PokemonGo frenzy. Infact, a week prior to the anticipated game launch in Malaysia, we seeded word of the PokeMobiles to key news and social channels. A content video was broadcasted on YouTube and social platforms to show youth how to catch a PokeMobile ride and be the FASTest amongst friends to “Catch ‘Em All”! The video showcased exciting Pokemon-hunting features of the PokeMobile to drive youth’s anticipation! PokemonGo Launch On PokemonGo launch day in Malaysia when hype was at its peak, our PokeMobiles were released to ply the roads in high traffic areas. The eye-catching design of our PokeMobiles drove visibility and extended awareness beyond OOH to digital. Social coverage onground sparked a frenzy with live video postings and photo uploads of youth en route in Malaysia’s FASTest Pokemon-hunting ride! Major national news broadcasters and DJs on popular radio talkshows reported of Hotlink’s ‘peculiar-looking taxis with wings’ further amplified campaign. Sustenance To sustain youth’s engagement throughout three weeks campaign: 1) Radio spotbuys and credit mentions along with ad postings on social platforms encouraged youth to be the FASTest to “Catch ‘Em All” by catching a PokeMobile ride and gain game advantage through Hotlink’s 10% credit discount promotion for PokeCoins. 2) Direct messages to Hotlink and Grab users, and relevant search buys that directed trending Pokemon-related interests to campaign site.

Results and Effectiveness
Our PokeMobiles clocked in an estimated 7,380kilometers, the distance equivalent to traveling PeninsularMalaysia’s NorthSouthExpressway more than 9x. Campaign generated +28.3million impressions and reached 4.1million youth. PokeMobile lifted Hotlink organic brand searches +10% week on week. RM2.84million earned media value. HotlinkFAST sales +20.6% whilst +4% new active subscribers.