MAXIS HUATAR

TitleMAXIS HUATAR
BrandMAXIS MALAYSIA
Product / ServiceMAXIS
CategoryA10. Use of Digital & Social
EntrantENSEMBLE WORLDWIDE Petaling Jaya, MALAYSIA
Idea Creation ENSEMBLE WORLDWIDE Petaling Jaya, MALAYSIA
Idea Creation 2 MOJO FILMS Petaling Jaya, MALAYSIA
Media Placement INITIATIVE Kuala Lumpur, MALAYSIA
Production MOJO FILMS Petaling Jaya, MALAYSIA
Production 2 GTR Petaling Jaya, MALAYSIA
Production 3 PIXELPOST Petaling Jaya, MALAYSIA
Production 4 MINISTRY Petaling Jaya, MALAYSIA

Credits

Name Company Position
ensemble ensemble worldwide ensemble worldwide
Andrew Yew Ministry Mobile app development
Ram Nabil GTR Audio
Kenny Khoo Pixelpost Sdn Bhd Post production
Barney Chua Mojo Films Sdn. Bhd. Production House
Nurul Shamsudin Initiative Media Digital Media Planner

The Campaign

Now anyone can Huat, with the world’s first lion dance in your pocket! Taking a well-loved Chinese New Year tradition to a whole new stage; your phone. With Huat AR, now all they have to do is scan the Maxis angpao packet (available at all Maxis stores), to bring the AR lion Ah Huat to life. Since his AR form is scalable in size, space and budget limitations are no longer an issue. Now you can Huat anything, whenever and wherever you are with different career, health and prosperity dances. Interactivity with the lion is also refreshes, with orange feeding and firecracker modules. Dance with Ah Huat, take group photos with him, and share the fun on your favorite social media.

Creative Execution

Implementation: Ang pao, Video, App, on-ground engagament Timeline: Campaign period: Feb 1 - Feb 28 Placement : Ang Paos: All Maxis Outlets (280 Stores) Video: Facebook, YouTube App: Android Play Store & Apple App Store Scale: Nationwide

- With high demand, 22,140 printed angpaos were fully distributed within the 3rd week of campaign launch. - No 8 in the Top 10 YouTube ads in Malaysia for the first half of 2018 - Top 10 in Entertainment on AppStore - Huat AR became trending search on Google ranked top 20 keyword searched for total industry. - Huat AR video on YouTube achieved a View-Through-Rate (VTR) of 23.57% (Industry's benchmark for long-form videos is 17%). - We stole market preference share from our closest competitor and increased our brand preference by 7.14% (highest since 2017) - Winner of the Drum’s creative work of the week, Chinese New Year special in Asia Pacific

One of the most enjoyed traditions of Chinese New Year, is the lion dance performance. So far, innovation in this performance has been limited to changes in lion costumes and dance music. This year, with the help of a little tech, top Malaysian telco Maxis lets families everywhere experience lion dance in a whole new way.

We wanted anyone from the age of 8 to 88 years old, to be able to experience lion dance in a whole new way. This meant coming up with surprising ways for a ‘lion’ to interact with them at every turn. To stand out in facebook and YouTube video, in a season where festive films saturated the market, we produced a first of its kind lion dance film; an interview told from a lion’s point of view. We next branded a thousand-year old medium, the angpao packet as markers to bring Ah Huat, the Augmented Reality to life. Consumers could now bring a lion dance wherever they are, all they had to do was collect their branded angpaos from any Maxis store. As a further enticement, Maxis stores across the nation featured 5-foot angpaos, where consumers could interact with larger than life AR lions!

Links

Video URL