The Campaign

Maxis needed a campaign to highlight their role as broadcast sponsor of the 2020 World Cup, and to mark their ongoing commitment to football in Malaysia as sponsors of the Barclay's Premier League. Whilst passion for the sport of football in Malaysia has never died, the country has fallen behind as a playing nation. Today’s fans celebrate the foreign stars of the BPL, and the International game. This campaign set out to unite the country in pride, by evoking the glory days of Malaysian football. It tells the stories of some of Malaysia’s greatest ever players, and brings to life a the highlight of their careers when they qualified as team for the 1980 Olympic games by beating South Korea. The campaign shows that those heroes, like Maxis, were committed to the game.

Success of the Campaign

" The Maxis World Cup Campaign this year goes beyond the football theme, appealing even to those who are less involved in football. The sense of pride and demonstration of commitment and determination from the execution appeals at an emotional level with consumers; translating to a brand that understands it’s consumers, thus building affinity ". - The Nielsen Company. The campaign hit a chord with Malaysian fans and started a national conversation. The story was picked up by all the major dailies, and lead to more extensive write ups in marketing and news magazines. More than 539,817 Facebook, impressions have been captured relating to the Maxis World Cup campaign, and people are still talking about it.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Testimonial TVC’s of the four Malaysian legends were rolled out prior to the 2010 FIFA World Cup. This was followed closely by billboard and print executions for of each the Malaysian Legends and two International Stars (Lionel Messi and Frank Lampard). Several weeks before the opening game of the 2010 World Cup, TVC’s of the International Stars went on air joining the roster of earlier Malaysian Legend TVCs. The campaign peaked during the tournament when the 60 second TVC 'Moment of Glory' was aired.