SOS NETWORK
| Title | SOS NETWORK |
| Brand | MAXIS BERHAD |
| Product / Service | MAXIS |
| Category | A02. Activation by Proximity |
| Entrant | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
| Idea Creation | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Credits
| Name | Company | Position |
|---|---|---|
| Reed Collins | Ogilvy & Mather Group HK | Chief Creative Officer |
| Elaine Li | Ogilvy & Mather Group HK | Art Director |
| John Koay | Ogilvy & Mather Group HK | Creative Director |
| Matthew Nisbet | Ogilvy & Mather Group HK | Creative Director |
| Rafael Guida | Ogilvy & Mather Group HK | Executive Creative Director |
| Craig Mason | Ogilvy & Mather Group HK | Head of Creative Technology |
| Prabha Alexander | OgilvyOne Malaysia | Business Director |
| Danesh Asokkumar | OgilvyOne Malaysia | Account Executive |
| Jonathan Ha | OgilvyOne Malaysia | Account Director |
The Campaign
Our big idea was the Maxis S.O.S. Network, a unique portable comms network that can be set up in minutes in disaster-affected areas which have NO power, telecoms or internet. The system is completely self-contained and consists of multiple ‘mesh nodes’ – weatherproof boxes containing a battery, router and antenna. Nodes are placed on rooftops, connecting with each other to form a mesh comms network. Any smartphone on any service provider can connect to the Maxis S.O.S. Network – no app download is needed. Micro servers in some of the mesh nodes host a mobile messaging service, allowing users to message anyone in the area.
Creative Execution
In November 2015, working with Maxis engineers we constructed enough mesh nodes to cover 8.4 sq. km. The system is totally portable, so it can be reconfigured or moved to where it is needed most. The battery in each node lasts for a week and can be recharged via solar, generator, car or mains. As part of the implementation we also created materials to instruct rescue coordinators and the local population how the system works. Each element, including logo, copy and infographics was crafted to be easily understood. This also extended to the messaging service interface, which is robust and simple to use.
The Maxis S.O.S. Network has been deployed in the town of Kuala Krai, scene of some of the worst flooding in previous years. Enough mesh nodes have been constructed to cover 8.4 sq. km. The system will allow local rescue teams and the general population to keep lines of communication open during flooding – helping relief efforts to be more effective and efficient. More than that, the Maxis S.O.S. Network is a real demonstration of how Maxis uses technology to help those most in need.
Our target audience was defined as anyone with a mobile device living in the town of Kuala Krai, location of the first implementation. When developing the Maxis S.O.S. Network we were conscious that it had to be accessible by as many people as possible and be simple to use. That’s why we designed it to be OS agnostic – your phone just has to have a browser capability for it to work.