Maxis: Fixing a fixed broadband problem with agility

Malaysian telecom Maxis ran a targeted campaign to boost fibre broadband uptake during the Covid-19 lockdown in order to grow leads and subscriptions, defend market share and improve brand perceptions.

Campaign details

Brand: MaxisBrand owner: Maxis Broadband Sdn BhdLead agency: Publicis Groupe MalaysiaContributing agency: Publicis Media MalaysiaMarket: MalaysiaSector: Telephone & internet servicesMedia channels: Online display, Online video, Social mediaBudget: Up to 500k

Executive summary

Malaysia's COVID-19 movement control order (MCO) increased demand for home broadband. But as retail and installations came to a standstill, Malaysian telco Maxis had to do more than the other companies, which treated home broadband like a utility with discounts and freebies.

Inspired by the agility of Malaysians, it adapted its...

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