Maxis: The most unforgettable Chinese New Year

June Gan, Tai Kam Leong, Emir Shafri

Malaysian telco Maxis needed to improve engage, reach and brand perceptions among families during Chinese New Year (CNY) so it designed products for dementia sufferers and their carers, and publicised them with demonstrations and a film.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands