Background

Local telco Maxis was looking to connect with Malaysian families during the Chinese New Year (CNY) peak advertising period. Particularly the sandwiched generation: 95.3% of Malaysian adults care for their elderly parents. Memories are Chinese New Year’s most enduring gifts. But with 6.3% elderly Chinese Malaysians suffering from dementia and 261,000 Malaysians projected to suffer from dementia by 2030 (Alzheimer’s Disease Foundation Malaysia, 2016), the joy of these memories are lost for a growing number of Malaysians. Coping with dementia is also stressful for the families. Maxis wanted to do more than a film to raise awareness. As a telco that believes that digital solutions can help ensure no one gets left behind, Maxis wanted to show how digital tools can make a difference.

Describe the creative idea

Data is king: it can predict weather patterns to shopper behaviour. What if we could use data analytics to make therapy for dementia patients smarter, personalised and more accessible?

Describe the strategy

One of the time-tested dementia management therapies is reminiscence therapy. It uses nostalgic photos and videos to trigger memory recall. But because every patient is different. Also, because communication skills deteriorate with the condition, patients can’t always communicate what triggers their recollection better. We worked with renowned experts in the field like the Alzheimer’s Disease Foundation of Malaysia, Dr. Joseph Guan (Neurotherapist), Dr. Rizah Mazzuin (Head of Geriatric Unit, Hospital Kuala Lumpur), Dr. Ungku Ameen (Head of Geriatric Unit, Hospital Tengku Ampuan Rahimah), care centres, families and patients to understand, test and develop our solutions.

Describe the execution

First, RE:collection is a free app that uses data analytics to learn what triggers matter. Families could upload personal photos and videos anytime, anywhere. Seniors with dementia can access them through a simple, elderly-friendly interface to trigger memory recall. Smart analytics of their usage helps families understand what content and conversation topics work best, inspiring content, conversations or activities. The app also optimises itself based on the data, delivering the content most likely to trigger recall. Second, Unforgettable Memory Band (developed with Novena Medical Centre Singapore neurotherapist Joseph Guan), is a wearable that senses brainwave responses to conversations and content to learn what triggers memory recall (and if it is a pleasant or unsettling memory), allowing caregivers to adapt their content or conversation in real-time. We also launched a captivating film to raise awareness for the condition and on how digital solutions like ours can help families manage dementia better.

List the results

Our efforts helped us break through the Chinese New Year advertising clutter, generating 19.5 million impressions on YouTube and Facebook and 26 million media reach. More importantly, it helped us elevate our brand to #1 “Brand I Trust” and “Preferred Brand” in Q1 2020, based on Telco Brand Health Tracker scores. This campaign not only helped make a difference in our brand’s health, but also in the lives of families coping with dementia. After beta tests with care centres, geriatric doctors and the ADFM, plus Maxis Store public demos, we’ve generated interest to deploy the system in more centres nationwide. Helping Maxis establish itself as a partner amongst the healthcare community (which is also a key Maxis Business client sector). We hope that with this, what started as a Chinese New Year campaign may lead to meaningful impact in the lives of Malaysians with dementia for years to come.