Archives
2016 | Silver | Best Use of Digital (Online / Interactive / Mobile)
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”.
2016 | Gold | Best Use of Digital Performance Marketing
Advertiser: Maxis Brand: Maxis Creative Agency: - Credits: -
The Challenge
Maxis Roaming faced a stiff challenge – convert silent roamers into active roamers. The clutter in the travel advertising space thronged by multiple product categories including telcos, and the long travel planning period made it almost impossible to deliver the right message at the right time to the right audience.
Insight, Strategy and the Idea
Staying connected is one of the key things on the minds of travelers. However, due to low awareness of roaming plans, they use wifi or use local SIMs, amounting in a revenue loss. While advertising educates people, the messages fail to reach them at the moment when it matters the most. Media Agency recommended a media strategy, to dynamically create and serve relevant messages for travelers, at the most relevant moments. ‘Zero Moment of Travel’ [ZMOT] campaign was designed through multi-variate data analysis., serving unique dynamically created messages in tune with each traveler’s planning cycle stage and needs.
Media Execution
Using ZMOT engine, we analyzed multiple digital behavioural cues, to map travel planning moment cycles, guiding the 500+ dynamically optimized creatives using Google Studio, deployed real time programmatically across screens. GSP tracked inboxes for flight tickets with a countdown messaging strategy leading up to travel date. Airport location targeted mobile ads reminded the consumers again before boarding flights. Once at their destinations, we retargeted silent roamers by matching Maxis customers on Facebook who were logging from a foreign land with wi-fi, one final time. Thus by hypertargeting moments we delivered the right message to the right audience at ZMOT.
Results and Effectiveness
The campaign received a stupendous response, with GSP CTR of 11.1%, 370% higher than industry benchmarks. Optimizing creatives dynamically led to 10% growth in CTR day on day. Maxis Roaming portal saw a 31% hike in ’50% scroll rate’ indicating quality traffic generation. Activations increased by 27.3% over previous quarter.
2017 | Gold | Best Use of Video (Television/Cinema Screen/Multiscreen)
Advertiser: Maxis Communications Brand: Maxis Creative Agency: - Credits: -
The Challenge
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.
Media Execution
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!”.
2017 | Gold | Best Use of Digital (Online / Interactive / Mobile)
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%.
2017 | Gold | Best Use of Out of Home/POS Media
Advertiser: Maxis Communications Brand: Hotlink Creative Agency: - Credits: -
The Challenge
Marketing HotlinkFAST mobile prepaid to youth was becoming increasingly challenging especially when priced at a premium compared to competition. With rising cost of living, we needed to justify its price premium through better network speed and quality.
Insight, Strategy and the Idea
Most consumers don’t understand speed jargons like “Up to 225Mbps” on our ads. Instead of just TALK, we needed to SHOW Hotlink’s largely youth market how FAST we are. At that time, PokemonGo became a global craze and Malaysian youth eagerly anticipated its launch locally. With PokemonGo, we saw the perfect opportunity to demonstrate HotlinkFAST’s superior network speed and strength. A location based Augmented Reality mobile game, the geo location element requires players to hunt Pokemons by visiting different places in their real world. And the fastest way to catch them is if you have a ride. Our idea? Why “Catch ‘Em All” when you can “Catch ‘Em All” FASTer with HotlinkFAST!
Media Execution
We partnered with Grab, Malaysia’s most popular taxi hailing service, and created PokeMobiles – Malaysia’s FIRST and ONLY, FASTest Pokemon hunting ride! Inspired by the fire dragon Charizard, a popular Pokemon species, we branded Grab Taxis with 3D dragon wings and tails! These PokeMobiles are specially equipped with every imaginable necessity a PokeHunter needs – built in PokeMonitor for easier hunting, mobile charging system and a designated PokeDriver. Book for the free service by selecting “PokeMobile” icon on the Grab app. With PokeMobiles, we transformed traditional taxi advertising into something eye-catchingly innovative and generated huge traction and talkability amongst youth, extending awareness beyond OOH to digital.
Results and Effectiveness
Our PokeMobiles clocked in an estimated 7,380kilometers, the distance equivalent to traveling PeninsularMalaysia’s NorthSouthExpressway more than 9x. Campaign generated +28.3million impressions and reached 4.1million youth. PokeMobile lifted Hotlink organic brand searches +10% week on week. RM2.84million earned media value. HotlinkFAST sales +20.6% whilst +4% new active subscribers.
