Advertiser: Maxis Mobile Services Sdn Bhd Brand: Maxis Creative Agency: Ogilvy & Mather Credits: Kristine Ong (Partner, Client Leadership), Josephine Har/Soh Gan Hun (Associate Director), Rachel Tan/Amber Pua, Pauline Kee/Kelvin Gan (Executive), AMP Radio Network Team, AMP Radio
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 midnight launch event in town!
It has to be an execution that has never been done before. For the first time In Malaysians radio history, the top four AMP vernacular radio stations combined efforts to do a simultaneous outside live broadcast at our launch premise. The high profile DJs who commands a large fan base became our mouthpiece to amplify talk factor for Maxis
The top four vernacular stations, Hitz, ERA, MY and Raaga did the simultaneous six hours live broadcast on location through to the midnight launch. Celebrity DJs created nonstop entertainment and kept the listeners entertained with their witty comments on air and interacted with the attendees through various games and interviews. A historic execution befitting an iconic 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.