Maxis: Waze Safe Mode – The world's first kid-sourced GPS navigation

Lau Sulin, Chan Su Ling

Malaysian utility brand Maxis partnered with navigation app Waze to create Maxis-Waze Safe Mode – a kid-sourced GPS navigation system.

Campaign details

Brand: MaxisBrand owner: Maxis BerhadLead agency: Ensemble Worldwide, Initiative MalaysiaContributing agencies: Google Malaysia, Mindshare MalaysiaCountry: MalaysiaIndustries: Telephone & Internet servicesMedia channels: Mobile & apps, Online display, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Maxis, Malaysia's single most valuable utility brand faced a big problem – it was in danger of becoming irrelevant. The uncomfortable truth is that while smartphones are getting more important in people's lives, telcos are becoming less important. Hence, we needed to help the brand regain relevance and...

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