Advertiser: Maxis Mobile Services Brand: Maxis Creative Agency: McCann Credits: Kristine Ong (Partner, Client Leadership), Shelly Ng (Digital Director), Stephanie Looi (Digital Senior Manager), Christine Lim (Digital Executive), Soh Gan Hun (Associate Director, Exchange), Clarice Lee (Associate Director, Client Leadership)
People perceive Maxis’ roaming services as expensive. When actually, there is low awareness of Maxis unlimited data roaming for RM33 daily, which is a compelling offer for budget conscious travelers. Our challenge is to make Malaysian travelers aware of Maxis’ attractive roaming products, and double sales by December 2012.
Insights reveal that budget conscious travellers find Maxis’ roaming service to be attractive ONCE they are MADE AWARE of it. So we strategized to increase their awareness when they are most receptive to the message, ie, during travel planning! Capitalising on the untapped partnership with Air Asia, we made Maxis’ roaming services visible at every step of the booking process, raising awareness of our attractive packages to the largest share of budget conscious Malaysian travelers.
We scored a huge milestone with Air Asia, dominating all relevant touch points from the moment they plan their travels (AA homepage), to booking confirmations (online itinerary), email confirmations (PDF itinerary) and online check-in closer to travel date (web check-in boarding pass). Maxis’ relevant roaming offer was visible across all of Air Asia’s booking touch points. We achieved high executional cut through, with high mindset receptivity via targeted messaging and no wastage.
The campaign surpassed business targets by 200% and became a regional case study amongst its Bridge Alliance partners worldwide, from India to Macau. Less than 5 months into the campaign, Maxis fortified its market leadership position and widened the market lead gap vs. competitors.