Maxis: MaxisONE Share – The new #CoupleGoals

June Gan, Tai Kam Leong, Emir Shafri

Malaysian telco Maxis ran an influencer-led campaign targeting young couples to grow subscriptions and penetration for its shared line product, and increase brand preference.

Campaign details

Brand: MaxisBrand owner: Maxis Broadband Sdn BhdLead agency: Publicis Groupe MalaysiaContributing agency: Publicis Media MalaysiaMarket: MalaysiaSector: Telephone & internet services Media channels: Online video, Public relations, Search marketing, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

With lower prices, more options and porting ease, mobile user churn was at an all-time high. Malaysian telco Maxis needed to defend its base by converting supplementary line subscribers, who were more loyal.

Telcos typically position share lines as perfect for dependants: kids or...

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