Xpax: X2 Voice resuscitation - The truth

Joseph Deleon

Campaign details

Brand owner: Celcom Axiata Berhad
Agency: Draftfcb
Brand: Xpax
Country: Malaysia
Channels used: Cinema, Internet - display, Internet - general, Internet - microsites, widgets, Newspapers, Online video, Print - general, Sales promotion, Social media, Television
Media budget: Up to 500k

Executive summary

In an age of text and tweets, how do we get people 'talking' to each other again?

Celcom, Malaysia's second largest mobile operator, wanted to introduce a breakthrough call rate of 28 sen/10 minutes ($0.09) for its prepaid youth brand, Xpax.

Year on year, Celcom's overall revenue was climbing but voice revenues were dropping. This was a global industry trend as youths texted more and traded up to smartphones making it easier to use Facebook and Twitter on the go.