Maxis: Tech it Easy!

Chan Su Ling, Jacinth Lum, Pamela Chia, Lau Su Lin

Telco brand Maxis used digital and experiential media to target the older generation of mobile users in Malaysia.

Campaign details

Brand: MaxisBrand owner: Maxis BerhadLead agency: Ensemble WorldwideCountry: MalaysiaIndustries: Telephone & internet servicesMedia channels: Direct marketing, Events & experiential, Online video, Social mediaBudget: Up to 500k

Executive summary

The silver-haired generation is the fastest-growing segment in digital adoption, but remains ignored by families and telcos. Maxis, the leading premium telco brand, saw this opportunity to increase revenue and market share. Hence, we created the Tech it Easy smartphone initiative for seniors.

The design of this initiative was based on a cultural truth about Asian families –...

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