Maxis: Roam and Relax

Milan Agnihotri, Ben Chew and Gavin Goh

Campaign details

Brand owner: Maxis Berhad
Agency: McCann, Kuala Lumpur
Brand: Maxis
Country: Malaysia
Channels used: Email marketing, Internet – general, Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, Television
Media 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 a holiday. A team armed with various mobile devices travelled the world capturing holiday snaps of all kinds. By showing Malaysian holiday-makers of all types roaming and relaxing, it reminded potential vacationers to do what they've always loved doing: sharing from anywhere, always.

Market background and business objectives