Maxis: Roam and Relax
Milan Agnihotri, Ben Chew and Gavin Goh
Campaign details
Brand owner: Maxis BerhadAgency: McCann, Kuala LumpurBrand: MaxisCountry: MalaysiaChannels used: Email marketing, Internet – general, Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, TelevisionMedia budget: 1 – 3 million
Executive summary
Most Malaysians love traveling and then telling the world all about it. But what they don't love are the rates for mobile roaming. Changing its premium-priced perception meant more than simply adjusting rates. It was going to take hard work. So we went on...