Maxis: Roam and Relax

Milan Agnihotri, Ben Chew and Gavin Goh

This case study describes how Maxis Berhad, the telecommunications company, marketed its mobile phone devices and subscriptions in Malaysia by emphasising low roaming charges.

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...

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