Campaign details
Brand: MaxisBrand owner: Maxis BerhadLead agency: Ensemble WorldwideCountry: MalaysiaIndustries: Telephone & internet servicesMedia channels: Direct marketing, Events & experiential, Online video, Social mediaBudget: Up to 500k
Executive summary
The silver-haired generation is the fastest-growing segment in digital adoption, but remains ignored by families and telcos. Maxis, the leading premium telco brand, saw this opportunity to increase revenue and market share. Hence, we created the Tech it Easy smartphone initiative for seniors.
The design of this initiative was based on a cultural truth about Asian families –...