Campaign details

Brand: Maxis
Brand owner: Maxis Berhad
Lead agency: Ensemble Worldwide
Country: Malaysia
Industries: Telephone & internet services
Media channels: Online video, Social media, Television, Virtual & augmented reality
Budget: Up to 500k

Executive summary

The race among Malaysia's telcos to dominate and defend their user base has intensified over the years. But with all telcos falling into offering similar rates and perks, Malaysians are finding it hard to differentiate between them, and are choosing their telco purely on practical factors such as increased data, faster speeds and lower prices.

Maxis, Malaysia's leading premium telco brand, was at a strategic crossroads – if the entire category is increasingly focused on price and numbers, is emotive brand-building even worth investing in?