Malaysian Media Awards Winners Showcase

2011 | |

How Maxis IPhone 4 Launch Became a National Story

Advertiser: Maxis Mobile Services Sdn Bhd
Brand: Maxis
Creative Agency: Ogilvy & Mather
Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director), Cheng Lin Nah/Looi Yew Mun (Manager), Suveea Jinadasa (Senior Executive), Thang Mei San/Allen Phang/Ng Kok Yean (Executive)

Maxis was competing against DiGi for iPhone4 market share. It was imperative for Maxis to reinforce its iPhone leadership position in 2010. The challenge to the agency: Own iPhone4 share of voice and make Maxis iPhone4 the most publicized and talked about launch event in town!

We turned the iPhone4 launch into a national event equivalent to a national election coverage. Leveraging on TV’s two core pillars i.e news and celebrities, we turned the launch into one of the most talked and publicized event.

We turned Maxis iPhone launch into a national event with hourly coverage & interviews, counting down to the midnight launch. At the stroke of midnight, the historical launch was broadcasted live via a customized special midnight edition. TV celebrities joined the Maxis iPhone4 hype and became the brand spokesperson. Maxis iPhone4 became the major talking points in all the TV morning talk shows and featured on prime time evening news the day after launch.

Maxis completely owned airwaves! It was the country’s biggest and most talked about launch. Maxis garnered 7X ROI from PR on TV, newspaper, radio and online. Maxis iPhone4 launch become a template for future Maxis device launch. Maxis reinforced its dominance on iPhone share in Malaysia.