Malaysian Media Awards Winners Showcase

The Challenges
Chinese New Year is a time for tradition but it is also challenging to stand out with mountains of greeting ads. Brands spends millions with hope to create lasting engagement. Can Maxis go beyond the traditional type executions to build a memorable campaign?

Insight, Strategy and the Idea
In Chinese tradition, lion dance symbolise great power & fortune. Every household would want one in their homes. However, lion dances are hard to come by as it is expensive & scarce. So this year, we reimagined the way you experience lion dance with Maxis HuatAR AngPao + HuatAR app, a firstofitskind angpow packet that helps bring “Ah Huat” the “lion” to homes using augmented reality. With your mobile and the Maxis HuatAR app, you can watch and even participate in the lion dance! Now, lion dances are on the hands of every Malaysian.

Media Execution
As a campaign with a lot of social power, we aimed to amp up Earned Media, ensuring that everything we do is buzzworthy. On Owned Assets, the Maxis HuatAR lion on the mobile app was realistically designed with Malaysia’s worldchampion lion dance troupe. Maxis angpaos with AR marker to activate the lion are redeemed from Maxis stores. Through Paid Assets, we amplified our humorous Ah Huat CNY videos the first lovable Hokkienspeaking lion with character, on Youtube and Facebook. Native pieces “guide to Huat AR” on top social news platform, cemented this campaign as the must have app for CNY 2018.

Results and Effectiveness
Huat AR was talk of the town, reaching #8 Top YouTube ads in Q1’2018, Top 10 download in AppStore and over 631,152 pieces of Angpaos redeemed in just 3 weeks! The video was viewed over 4.8m times, 16k shares, 25k reactions and 20k+ public posting on Instagram (#HuatAR, #MaxisHuatAR, #MaxisHuat). PR coverage was endless & won The Drum’s APAC award.