Why is this work relevant for Direct?

The Maxis Dooit For Family campaign sought to drive consumer awareness of Maxis’ superior network via a relevant, relatable medium – mobile gaming. Effectively turning every family reunion this Chinese New Year, into a live network stress test.

Background

Chinese New Year in Malaysia, is a time for togetherness and family. “Put down your devices, disconnect to connect” is a recurring theme that most brands advocate during this festive season. And yet, we’re fighting a losing battle with technology as the young are increasingly disconnected from their families and becoming more attached to their phones. As Malaysia’s biggest telco, Maxis wanted to prove that there is a better way to stay close to your family, and your beloved mobile phones too. All this while proving that our network is superior.

Describe the creative idea (30% of vote)

If you can’t Google it, Grandma it. Maxis turned every family reunion into a live network demonstration. We made questions so cultural and esoteric, that millennials wouldn’t be able to google the answer within the 10 second limit. The fastest way to get the answers during the Maxis Dooit for Family trivia editions, was to ask their wiser, older relatives around them. Being a live-stream gameshow, playing Dooit Live on a less stable network means constantly buffering, lagging or being cut off from gameplay. Giving Maxis an opportunity to shine, and effectively turning every family reunion into a live Maxis network demonstration.

Describe the strategy (20% of vote)

Having won the OpenSignal awards for 3G & 4G Download & Upload speeds, and Latency in 2018, was just further proof that our network is superior. And we wanted everyone to know it this festive season. Our approach? Turning Maxis users into our advocates, with a partnership with Malaysia’s No.1 live stream mobile trivia game, Dooit Live. Games are held at a prime time when families would be together visiting, that meant that during every game time, there would be multiple family members all playing using different networks at the same time. And of course, the family members on the best network would have a better chance of getting the live stream video questions with fast, stable streaming, zero-buffering, and not getting cut-off mid game.

Describe the execution (20% of vote)

The campaign rolled out nationwide between 22 Jan – 19 Feb 2018: - Nationwide TVC - Digital media targeting was focused on coverage areas where we knew Maxis was strongest: Easter-egg filled films on YouTube, Maxis Dooit For Family Microsite, Maxis Social pages (Facebook, Instagram, Twitter) - Daily Puso(extra life) codes, redeemable via the Maxis Hotlink RED App and Maxis App Our partners, Dooit Live also supported us with: - Daily brand mentions on Dooit Live’s their social pages (Instagram and Twitter) pre-game and post-game - Maxis Dooit For Family background themes and live mentions during live games - They even matched out prize money offering to make the game even more attractive to their fans!

List the results (30% of vote)

- We turned every Maxis player during the campaign period, into a network advocate; demonstrating our network superiority to their family with every game played. - An average 28,000 players per game, twice the pre-campaign average. - Average 8 minutes 22 seconds spent on Maxis website, an increase from 2 minutes 33 seconds last Chinese New Year. - Over 5 million minutes of campaign film watched, an increase from 2 million minutes of last year’s Chinese New Year film. - Maxis users returned to the MyMaxis app and Hotlink Red app daily for free Pusos. - More than 500 minutes of live trivia steaming during the Maxis Dooit for Family games.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

There were multiple insights that inspired and drove this campaign: 1. Chinese New Year is a time for family – Entire families, from young and old, from near and far will take turns to visit each other in huge groups over the 15 days of Chinese New Year. It is a rare opportunity to get multiple networks under one roof, and people streaming the same content (Dooit Live) at the same time, to let our network shine. 2. Millennials are more interested in spending time with their phones, then with their more elderly relatives, who often feel left out. By tweaking trivia questions to be extra cultural and ungoogle-able, we made sure millennials had to ask their relatives instead.