AIRPHONE 12

TitleAIRPHONE 12
BrandMAXIS
Product / ServiceIPHONE 12 PRE-ORDER TEASER
CategoryB06. Consumer Services / Business to Business
EntrantLEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA
Production PRODIGIOUS Kuala Lumpur, MALAYSIA
Post Production PRODIGIOUS Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Emir Shafri Leo Burnett Malaysia Executive Creative Director
Walter Teoh Leo Burnett Malaysia Senior Creative Director
Sze Mei Chan Leo Burnett Malaysia Creative Group Head
Eelyn Ng Leo Burnett Malaysia Creative Group Head
RuZen Chung Leo Burnett Malaysia Senior Copywriter
Walter Teoh Leo Burnett Malaysia Art Director
Emir Shafri Leo Burnett Malaysia Copywriter
Munas Van Boonstra Leo Burnett Malaysia Account Lead, OPTM
Jennifer Liew Leo Burnett Malaysia Account Director
Charmayne Anthony Leo Burnett Malaysia Account Manager
Pi Yee Wong Publicis Media Malaysia Managing Director, Media
Heidi Lim Publicis Media Malaysia Associate Planning Director, Media
Sam Chew Publicis Media Senior Digital Manager
Rachel Zoe Biggs Social Media Manager Leo Burnett Malaysia
Kubhaer Jethwani Prodigious Film Director
Aidil Razali Prodigious Director Of Photography
Jennifer Hendroff Prodigious Malaysia Executive Producer
Munas Van Boonstra Prodigious Executive Producer
Fara Ghazali Prodigious Malaysia Producer
Shan Iman Abdullah Prodigious Line Producer
Kathy Choo Prodigious Editor/Senior Post Producer

Write a short summary of what happens in the film

This humorous parody film features Jim Book (whose name sounds very similar to a certain tech CEO), talking about the “12”, the latest device everyone’s speculating about. In this latest evolution of the smartphone, we freed it from its metal cage, literally, as we introduce the invisible phone (the AirPhone): a nod to the speculated sizes and colours of that other famous “12”. We then introduce the much-speculated features: distance sensor, zero light mode, real-time editing. Jim Book then talks about the (potato?) chip, which “perfectly syncs to your neural pathways” to enable features like “Pay Face” and “Car Face”. Jim then invites you to “Speculate no more” and pre-order the much-hyped “12” before anyone else with Maxis, Malaysia’s No. 1 network. We then end with a reprise: the director instructs the talent to hold the phone a little higher, with a stronger expression, while the crew polishes the “AirPhone”.

Cultural / Context information for the jury

For flagships like iPhone 12, the telco who is first to market with pre-orders, wins. Problem is: everyone has to wait till after the Apple Keynote before featuring the phone. So how do we do a pre-order campaign if we can’t show the phone? We don’t show the phone. We launched a parody featuring an invisible “AirPhone”, using Malaysians’ most speculated features. Knowing fully well other telcos would protest and have us take it down, we need to make sure it delivers maximum impact in a span of a few hours. And deliver, it did. Within hours: 48.4x more shares than our average FB asset, and mentions by tech press within and beyond Malaysia. Leading to a whopping 48% click-through rate on YouTube, highest search intent for iPhone 12 amongst telcos. We ultimately saw a surge in pre-orders; one of our most successful flagship pre-order campaigns despite the downturn.

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