Campaign details

Brand: Maxis
Brand owner: Maxis Broadband Sdn Bhd
Lead agency: Ensemble Worldwide, Initiative
Country: Malaysia
Industries: Telephone & internet services
Media channels: Mobile & apps, Point-of-purchase, in-store, Virtual & augmented reality
Budget: Up to 500k

Executive summary

Chinese New Year (CNY) is one of the biggest shopping seasons for Malaysians. But how does Maxis, a premium telco brand, win in a landscape full of sales promotions? Instead of trying to shout the loudest over the noise, we combined a fresh CNY idea that triggers curiosity, with a unique media space to get people to do the talking for us. We created the first angpao (red envelope) that lets you summon an interactive lion dance, bringing Huat (prosperity) to everyone, one angpao at a time.

Maxis HuatAR became the most talked about angpao in Malaysia and drove so much buzz and PR for Maxis. The popularity of the angpao drove footfall to Maxis’s stores (the only place you can get the angpao) and because of that, sales in Maxis’ stores also increased vs. CNY 2017.

Market background and cultural context