Malaysian Media Awards Winners Showcase

2016 | |

How we used a child’s voice to save lives

Advertiser: Maxis
Brand: Maxis
Creative Agency: -
Credits: -

The Challenge
As consumers move away from voice calls to data services, Maxis wanted to be known as a digitally-driven company. With the limitation of being labeled as a telco provider, how could Maxis shake up the digital scene?

Insight, Strategy and the Idea
Hari Raya is Malaysia’s largest festive period. We saw an opportunity for Maxis to help; it’s the period where everyone drives back to their hometowns leading to more accidents on the road. Inspired by a survey finding that 97% of Malaysians claimed they drive much safer when children are in the car. What if we could have a kid with us while driving? This led us to a really obvious idea: a kid’s voiced GPS to encourage safe driving. With a simple tweak of a voice, we turned the mobile phone from our greatest distractor, into our greatest ally.

Media Execution
Instead of creating another run-of-the-mill GPS, we collaborated with Waze, a community-based navigation app with 4.4 million Malaysian users. We held auditions to ‘kid-source’ Malaysian children to be the voices of Safe Mode. We then re-wrote the navigational prompts as charming reminders to drive safe e.g. ‘Turn Left, don’t forget your seatbelt’, “Accident reported ahead. My head is on the shoulde rlah.” “At the roundabout, take the first turn. Number 1 like my Mummy” We also created multiple charming online videos communication messages at every stage of the campaign journey to inspire people to download the voice pack

Results and Effectiveness
Maxis-Safe-Mode garnered 956,369 downloads. With 4.4 million Malaysian users, that’s 1 out of 4 downloading. SafeMode was also downloaded 562% more than the average Malaysian sponsored voice pack. News of the world’s first kid’s voiced GPS spread like wildfire, even reaching international news mediums like Bloomberg, generating a total PR value of RM 61,059,382 Maxis also added +5 to +8 points to brand health indicators: “innovative”, “digitally-driven” and “brand-that-cares-for-me”.