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...