Title | LIGHT A LIFE |
Brand | MAXIS MOBILE SERVICES SDN BHD |
Product / Service | MAXIS |
Category | B03. Social for Mobile |
Entrant | LEO BURNETT Kuala Lumpur, MALAYSIA |
Idea Creation | LEO BURNETT Kuala Lumpur, MALAYSIA |
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 |
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.
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.