Malaysian Media Awards Winners Showcase

2017 | |

Maxis Kongsi Home: Building Hope One Home at a Time

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

The Challenge
Three times annually, Maxis mobilizes employees to charitable causes. The problem? Impact generated was too small. We needed to transform Maxis’ decade-old CSR efforts using digital platforms or technology to drive sustainable impact.

Insight, Strategy and the Idea

Last CNY, Maxis partnered with EpicHomes, a nonprofit that builds homes for rural families. We realised: 1.”Home” is a core value for CNY So traditions like home decorating and reunion dinner happens at home. A ‘building homes for underprivileged’ campaign would drive a message that hits the right chord. 2.CNY one of the biggest online shopping season With +3million shoppers browsing for clothes and decorations, eCommerce sites are high traffic platforms to target these captive audience. Capitalising on shoppers’ mindset, we decided to turn Malaysia’s top 5 eCommerce platforms into new medium for awareness, participation and volunteer recruitment. We transformed these online SHOPPING platforms into online GIVING platforms and created ‘Maxis Kongsi Home Project’.

Media Execution
Instead of soliciting donations, we ‘SOLD’ donations as raw house building materials like wood panels and water taps. Strategically PLACED ALONGSIDE normal merchandises as NATIVE PLACEMENTS, shoppers were sure to see our ‘ads’ on these adfree platforms. Donations can be BOUGHT through a simple ‘Add to Cart’. To promote ‘purchases’, we created a series of cheeky FengShui themed videos. Each video promoted a building material and gave shoppers auspicious reasons to ‘purchase’. Traffic was then directed to eCommerce sites to complete the transaction. Ads and postings on Maxis and partners’ social platforms drove awareness to 24.61million fans (combined profiles). For the final push, retargeting banners to those who’ve interacted to drive second chance conversions.

Results and Effectiveness
An astounding 15,751 donations ‘sold’, that’s RM126,008 to build 3 homes for 3 families! Donations 6x more than previous Maxis CSR project. Campaign garnered +52.3million impressions and reached 31.67million online profiles (combined networks). RM1.93million earned media value. Maxis ‘Caring Brand’ scores +7% and ‘Good Workplace’ +8%.