Malaysian Media Awards Winners Showcase

2011 | |

How a Partnership of Media giants turned a product launch into National News

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/Kelvin Gan/Pauline Kee (Executive), Marilyn Yeong /Jesrina Arshard (Senior Manager), Media Prima Team, AMP Radio Network Team

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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!

We turned the iPhone4 launch into a national event equivalent to the national election coverage. We formed a partnership with the big media giants Media Prima TV and AMP Radio to create a larger than life launch event. To further amplify the talk factor, we invited top bloggers to the event.

It was a double media first. First, we turned Maxis iPhone4 launch into a national event with hourly coverage & interviews. Media Prima stations took turns to do hourly live crossover. At midnight, the historical launch went live on a special news edition. Secondly, Hitz, Era, MY and Raaga did a simultaneous six hours live broadcast on location. TV host, radio DJs and online bloggers joined the hype and became the brand’s spokesperson.

Maxis completely owned the iPhone4 share of voice! 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.