LIGHT A LIFE

Short List
TitleLIGHT A LIFE
ClientMAXIS MOBILE SERVICES SDN BHD
Product / ServiceMAXIS
CategoryB03. Social for Mobile
EntrantLEO BURNETT Kuala Lumpur, MALAYSIA
Idea Creation LEO BURNETT Kuala Lumpur, MALAYSIA

The Campaign

Deepavali observes the triumph of light over darkness, good over evil. What better occasion for inviting people to become the light to those who need it? The idea, built for mobile, carried a simple message: One small act can make a big difference in turning a life around. In someone’s darkest moment, any one of us can be the light that sets them on a better path. Most people are open to contributing towards a good cause but they equate ‘helping others’ with expending a lot of time and effort. Through the mobile medium, it is, in fact, literally at your fingertips. And so an interactive story was born…one with an alternate reality that you unlock when you choose to reach out and touch a life.

Creative Execution

MALAYSIA’S FIRST INTERACTIVE FILM THAT SAVES LIVES With mobile being the core platform, we equated the simplest form of contribution with the act of touching a screen. And by doing so, save a life from a vicious cycle of violence. We produced two parallel films with different outcomes, the community’s real societal problems portrayed through a young protagonist that descends into an increasingly troubled life. The user can interact with the story by touching ‘light sources’ within the scene like street lamps and bulbs to reveal a parallel story filled with light and hope. Timing and synchronisation was key to success For seamless interactivity, it was crucial to match each scene to deliver a coherent story. Not only was it challenging for backend development to sync video and audio for smooth transitions between the parallel stories, but also from a film production perspective to match them scene for scene.

For a campaign duration of only 2 weeks with a small media spend RM20,000 we managed to achieve some remarkable results: 600 registrants within first 5 days of campaign launch, pledging monetary donations and/or volunteering time (for comparison, MySkills previously netted an average of 10 volunteers per year) MySkills gets an average of 10 volunteers a year) 42% increase (from the previous year) in job placements offered by businesses and corporations 500,000 video views in 5 days, 726 shares, and over 5600 Facebook reactions An average view-through rate of 40%, above the industry benchmark of 1.2 minutes A halo effect resulted in Hotlink, Maxis’ prepaid division, overtaking DiGi in brand preference among Malaysian Indians

Breaking the cycle through a journey of empathy On average Malaysians spend roughly 12 hours a day online. Maxis, as a data provider to over 12 million citizens, had a huge opportunity to reach mobile users with a timely message nearing Deepavali day. The aim: to spark empathy with a story that mirrors the truth of what hundreds of youths go through every day. And reveal what happens when they receive help instead of going ignored. The attention garnered – and any resulting contributions – would be channelled to MySkills Foundation. Collective acts that are easy and intuitive What seems like an issue too big to solve does not necessarily require a huge effort from everyone – but rather collective, small actions. With this in mind, our story would be told using a medium and behaviour that is as natural to digital mobile users as breathing: touching a screen.

Credits

Name Company Position
Andrew Low Leo Burnett Malaysia ECD
Adrian Ho Leo Burnett Malaysia Creative Group Head
Charlene Ong Leo Burnett Malaysia Copywriter
Rociel Chan Leo Burnett Malaysia Designer
Roseniyati Abdullah Leo Burnett Malaysia Agency Producer
April Toh Leo Burnett Malaysia Senior Account Director
Deepa Kaliperumal Leo Burnett Malaysia Associate Account Director
Julia Boudville Leo Burnett Malaysia Project Management
Hou Kin Sang Leo Burnett Malaysia Digital Senior Project Manager
Jean Yap Leo Burnett Malaysia Digital Project Executive
Reza Rosli Leo Burnett Malaysia Technical Director
Delex Lai Leo Burnett Malaysia Senior Content Engineer
Amit Baidya PRS Production (M) Sdn Bhd Film Director
Fahzwan Fah Soong Thung PRS Production (M) Sdn Bhd Executive Producer
Shito PRS Production (M) Sdn Bhd Line Producer
Kenz Koh PRS Production (M) Sdn Bhd Director of Photography
Vannessa PRS Production (M) Sdn Bhd Support Producer
Pragalathan PRS Production (M) Sdn Bhd Support Production Manager
Shian PRS Production (M) Sdn Bhd Prod Art Director
Soo Hoo Joe PRS Production (M) Sdn Bhd Editor
PRS Production (M) Sdn Bhd Production Support
VHQ Kl Post House
VHQ KL Music
Links
Website URL