Maxis: #BikinSampaiJadi (Hustle till You Make It) with Hotlink

Malaysian telco Maxis ran a content-rich campaign targeting a youth audience to attract and retain subscribers to its Hotlink unlimited prepaid mobile product and grow average revenue per user (ARPU), despite a shrinking market.

Campaign details

Brand: MaxisBrand owner: Maxis Broadband Sdn BhdLead agency: Publicis Groupe MalaysiaContributing agency: Publicis Media MalaysiaMarket: MalaysiaSector: Telephone & internet servicesMedia channels: Content marketing, Livestreaming, Word of mouth, influencersBudget: Up to 500k

Executive summary

Malaysian telco Maxis' Hotlink prepaid had a shrinking subscriber base and decreasing Average Revenue Per User (ARPU). To reverse the decline, it launched an unlimited prepaid plan. It was not first to market, nor the cheapest nor the fastest. It was up against a competitor built on unlimited fun, unlimited...

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