Advertiser: Maxis Communications Brand: Maxis Creative Agency: - Credits: -
The alarming rate of racial division is eroding the spirit of Merdeka. Malaysians have forgotten that the bravery of our forefathers (Malay, Chinese, Indian), gave Malaysia her independence. Therefore, Maxis made it its mission to drive Positive Change by celebrating Malaysian diversity with Technology & the Internet.
Insight, Strategy and the Idea
In reality, Malaysia is strong because of her mixed cultures and diversity. We even have a term, “Rojak”, when different things or people are mixed together. “Rojak” in the language we use, the food we eat, and the friends we make. Last Merdeka, we reminded Malaysians of our “Rojak-ness”, letting them EXPERIENCE what it truly meant to ‘put yourself in others shoes’. Through Rojak360°, Malaysia’s first ever 360° film series of Malaysian stories, we allowed viewers an immersive experience of being Malaysian, ‘in every degree’ with the Internet.
Partnering Malaysia’s biggest content provider YouTube and five homegrown award-winning storytellers, we broadcasted Rojak360° films through YouTube’s 360° video-on-mobile platform. By moving their screens, viewers experienced being Malaysian, from different perspectives! For the launch, selected Maxis customers were transported into the stories through a 360° cinematic experience using VR headsets. In one story, but clearly in the cinema, viewers experienced pulling a cow into an elevator! Each story reminded Malaysians to stick together. With the 360° experience, viewers found themselves in the rainforest with a group of squabbling friends in ‘LostandFound’, and navigated their way out once they embraced each other’s differences. In ‘GadingMerah’, viewers fought alongside villagers who banded together to chase away a mythical creature causing chaos.
Results and Effectiveness
Rojak360° films cumulated +16.3million minutes viewed with an impressive 48% view through (industry average 30%). +82.2million impressions, +4.18million views, and +RM3.98million earned media value. Maxis ‘Innovative Brand’ scores +20% whilst ‘Best for Mobile Data’ +10%. The best testaments? Heart-warming comments “Love this. Brings out the Malaysian in me!”.