Campaign details
Brand: MaxisBrand owner: Maxis Broadband Sdn BhdLead agency: Publicis Groupe MalaysiaContributing agency: Publicis Media MalaysiaMarket: MalaysiaSector: Telephone & internet servicesMedia channels: Content marketing, Gaming & in-game advertising, Livestreaming, Sponsorship - sportsBudget: Up to 500k
Executive summary
Malaysian telco Maxis was a latecomer in a crowded esports scene and had no unique offering. Competing telcos sponsored major tournaments and influencers, and produced gaming-specific mobile and internet plans.
Maxis didn't want to lose out on the lucrative market, but it wanted to do more than...