Campaign details
Brand: MaxisBrand owner: Maxis Broadband Sdn BhdLead agency: Publicis Groupe MalaysiaContributing agency: Publicis Media MalaysiaMarket: MalaysiaSector: Telephone & internet services Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social mediaBudget: Up to 500k
Executive summary
Chinese New Year is the peak ad spend period for Malaysian telcos. With half the budget of the biggest category spender, Maxis couldn't outspend, so it needed to find a relevant role.
Memories are the most important part of festive occasions. But many...