Campaign details
Brand: MaxisBrand owner: Maxis Broadband Sdn BhdLead agency: Publicis Groupe MalaysiaContributing agency: Publicis Media MalaysiaMarket: MalaysiaSector: Telephone & internet servicesMedia channels: Livestreaming, Online video, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
When Malaysia's movement control order (MCO) was announced in March 2020, in response to the Covid-19 pandemic, Malaysians were confused, anxious, apathetic, even defiant. Cases were rising and Malaysians defying MCO made headlines.1
Local telco Maxis needed to reclaim its leading position as the country's preferred and...