Background
The Maxis10 programme set out to encapsulate Maxis' key proposition of being an industry leader in Malaysia, bringing its customers the latest innovations in mobile technology and integrated communications services.
Aim
The aim of the campaign was to enable key online influencers to experience first-hand the latest products in the market, while encouraging the creation and sharing of user-generated content on increasingly popular social media spaces in the country.
Execution
The ‘Maxis10' programme was promoted on Facebook and Twitter, where respondents answered a 5-question online survey that gauged their interest and relevance to Maxis and the HTC Desire. The invitation created a lot of buzz, attracting more than 1,000 applications in five days, while news of the review programme made its way into online tech media. Maxis selected 10 entrants to participate in the programme. For a period of two weeks, the reviewers were asked to post videos and reviews - positive or negative - of the gadget on their blogs, which were then cross-promoted by Maxis onto Facebook and Twitter. At the end of the period, the best 5 reviewers in terms of objectivity and creativity were allowed to keep their HTC Desire phones. Results This inaugural programme yielded tremendous results in terms of customer-generated content (see example of Maxis10 reviewer @sleeplessinKL's video link below), which generated additional buzz and conversation among the community of 60,000 fans on Maxis' Facebook page.
Credits:
Project Maxis10
Client Maxis Berhad Malaysia
Creative agency Ogilvy Public Relations Worldwide
Digital strategist Brian Giesen
Account director Jo Huang
Exposure Online
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