Campaign details

Brand: Maxis
Brand owner: Maxis Berhad
Lead agency: Ensemble Worldwide
Country: Malaysia
Industries: Telephone & internet services
Media channels: Direct marketing, Events & experiential, Online video, Social media
Budget: 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 – we don't openly express our affections to one another verbally, we express our love through actions. So, tying in with the seasons of giving, we designed a senior-friendly smartphone starter kit. It was presented as a gift box for children to buy for their parents. Each kit comes with a large-screen smartphone, made-for-seniors app guides, and senior-friendly mobile accessories. We even organised smartphone classes for seniors at Maxis Centres.