Malaysian Media Awards Winners Showcase

The Challenge
XPAX had to create appeal for its limited edition world cup KAX collectibles but this was not a world cup branded collectible nor a famous collectible such as :Hello Kitty.

Insight, Strategy and the Idea
Following insights drove us:

1. World cup was much beyond live viewing- occasion brings whole lot of memories that last forever.
2. It is the time when one’s friend circle grows because of common topic of interest. 3. Youngster react when the celebrities start trending something

STRATEGY: We decided to give eight KAX distinct characters to represent the different personality types of FIFA lovers. And gave made each of KAX a best friend.

Media Execution
All 8 KAX collectibles – Jasper, Romeo, Harley, Joey, Peachy, Foxy, Dolly and Mia had distinctive personalities such as Jasper the cool dude, Romeo the lover, Joey the smiles etc. We set out to find the celebrities that share similar personality traits and paired them up with our KAX collectibles. So after our hunt through the celeb profiles, Precision Dinzly became Romeo’s crime partner, Elfira chose Mia and Najwa Latif chose peachy as her BFF. The rest of the celebrities included Kamal Adli, Neyldia Senrose, Oh, Dafi, Elizabeth Tan who got their KAX mates. As they got paired up they became inseparable as these high- profile celebrities took them wherever they went. They showed their 500,000 followers on Instagram and Facebook how they spend time with their new favourite KAX-BFF. This fuelled the KAX-KRAZE across Malaysia in no time with a huge demand and talkability, that made KAX pack , a special worldcup edition, the champion feature of the worldcup.

Results and Effectiveness

• 7000000+ interactions on FB.
• 1000000+ KAX interactions on Instagram.
• KAX became Malaysia’s unofficial Mascot of the FIFA worldcup
• XPAX sales with 39.51% on revenue per subscriber post this campaign.
• Free publicity worth 2,300000+