Advertiser: Maxis Berhad Brand: Maxis Creative Agency: Leo Burnett Malaysia Credits: -
Objective & Challenge
Maxis lost its lead despite numerous brand campaign done in 2019, none seems to move the needle. Maxis wants to reclaim the No.1 spot as the preferred and trusted telco brand in Malaysia.
Insight & Strategy
At Maxis, ‘Always Be Ahead’ is a promise to enable our customers to achieve their goals, powered by technology and connectivity. Malaysians’ goal during the MCO was simple: To survive and to emerge stronger than before. Beyond offering essential connectivity, we wanted to inspire Malaysians to regain their positivity and inspiration that were locked down together with the MCO. When the MCO was first announced, Malaysians were struggling to cope with the new normal. They felt more trapped than ever, to the point of defying MCO. They needed an ‘escape’, a reason to stay put at home. Aligned with Maxis’ vision of keeping Malaysians ahead, we saw an opportunity to fill that ‘void’, with the power of technology and connectivity. If Malaysians won’t heed the government, what if we empowered local celebrities and creators to entertain Malaysians and encourage them to stay at home? Hence, the #KitaSapotKita initiative came to life.
We wanted to have the maximum reach beyond paid media, telling the Malaysians nationwide to stay safe, stay entertained and stay at home during the MCO period, our approach were:
1. Shared media We refined our mass target audience for the most cost effective targeting, we found that:
• 78% of Malaysians are active social media users
• 95% of social media users use the internet to watch videos
• An average Malaysian spends 8 hours browsing the internet, 3 hours on social media, and 2.5 hours watching TV (broadcast and streaming) daily Hence, we chose to focus our brand messaging by targeting the entertainmentloving social media savvy users, so that they, in turn, would spread the PSA message to stay home and stay connected among their family and friends – expanding the mass reach we need organically (all content creation was hosted on Maxis owned platforms, while leveraging on influencers’ social platforms to garner more earned media)
2. Earned Media – Strategy to pitch and negotiate for special rates and free media exposures for #KitaSapotKita initiative from varies media partners.
Bringing the best local entertainment to Malaysian homes so that they will stay home, stay entertained and stay connected. Kickstarted a movement with local celebrities and content creators to inspire positivity, with Maxis as the content hub of entertainment. Campaign were rolled out across high reach 360 media. Collaborated with
over 20 local artists and creators – Ayda Jebat, Amyra Rosli, Alyssa Dezek, Fatin Afeefa and TheMingThing, to name a few – for a social video callout to educate Malaysians on the need to stay at home, so that we can all keep each other safe throughout this pandemic. Once we got Malaysians to understand the importance of staying indoors, the next step was to give them a reason to continue to do so. Hence, we announced the #KitaSapotKita daily livestream series featuring popular influencers with Maxis social platforms as the content hub. Malaysians could enjoy the multiple 60minute livestream sessions daily, each packed with a wide variety of different yet original content throughout the entire MCO period. The influencers sang, danced, chatted, joked, confided & debated with fans on Facebook, Instagram, YouTube and TikTok – truly turning quarantine time to quality time – while sparking a social movement to get fans to share their version of ‘entertainment from home’ with #KitaSapotKita hashtag on Instagram to support and inspire other Malaysians. The influencers’ livestream schedules were posted on Maxis’ Facebook and Instagram page, and for those who missed out the daily livestream, they could watch playbacks on Maxis’ YouTube channel. When MCO was extended in midApril 2020, the morale of Malaysians was at an alltime low. We saw an opportunity in music, as Malaysians turned to songs during the pandemic to lift their spirits. We expanded #KitaSapotKita to a whole new level with ‘Make It Through’, an inspiring original anthem. It became the first music video in Malaysia to hack the digital music industry’s business model by channeling streaming/download revenues to the National Welfare Foundation’s COVID19 fund. The song was released on all major music streaming platforms like YouTube, Spotify, Apple Music and even Maxis Caller Ringtones. Every play or purchase generated ad streaming revenue that was channeled to the cause. We inspired Malaysians (including COVID19 frontliners) to participate in the ‘Made by Malaysians’ lyric video, just by uploading their #KitaSapotKita video on Instagram. We negotiated with varies media owners to get a PSA rates. In addition, Astro came on board to be one of our main media partner giving us significant free media exposures.
Gained RM11.2mil worth of earned media exposure (TV, Digital, Radio) Overtook our competitors and reclaimed our crown as the No.1 in “Brand Preference” and “Brand I Trust” after a year of being No.2. Improved Maxis Social Engagements & Reduced negative sentiments
• 491,000 social engagements10 (Likes, Comments, Shares)
• 8,000 #KitaSapotKita hashtag10 usage on Instagram
• 9% decrease in negative sentiments11, outperforming initial goal of 5%
• 2% increase in positive sentiments Generated more PR reach than targeted
• 20.2 million YouTube, Facebook and Instagram impressions
• 28.2 million online reach with multiple mainstream media such as BERNAMA, Astro Awani, China Press and Utusan Borneo carrying the story, 6X more than Maxis internal media reach benchmark.
• RM342,800 earned media value, 4X more than Maxis internal earned media value benchmark. For the total consumption of all our video content creation, we achieved:
• 9.1 million video views
• 31,000 hours of watch time
• 41% ViewThrough Rate, exceeded internal average of 35% VTR. Bonus results for Maxis “Make it Through” Music Video
• RM500,000 raised and donated towards National Welfare Foundation’s COVID19 funds15
• 675,000 video views on official music video10
• 96,000 video views on lyric video featuring Malaysians10
• 137,000 plays count on Spotify10
• ‘Malaysian Top 50’ on Spotify monthly charts10
• ‘Pop Terkini’ on Spotify’s weekly playlist10
• ‘Malaysian Music Today’ on Apple Music’s daily playlist10