Maxis Communications Promo, Case study INSPIRING A NATION TO BELIEVE by Ogilvy & Mather Kuala Lumpur

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INSPIRING A NATION TO BELIEVE

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Director Prasoon Pandey, Maurice Noon
Art Director Tan Chee Keong, Prem Kumar, Syed Hassan, Kuan Kim Wai, Hatim Azizan, Jarrod Reginald, Tong Chee Choong
Copywriter Richmond Walker, Michelle Lim, Hanim Bamadhaj
Released December 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: MAXIS COMMUNICATIONS
Product/Service: TELECOMMUNICATION SERVICES
Group Executive Creative Director/Copywriter/Art Director: Gavin Simpson (Ogilvy Malaysia)
Copywriter: Richmond Walker (Ogilvy Malaysia)
Copywriter: Hanim Bamadhaj (Ogilvy Malaysia)
Copywriter: Michelle Lim (Ogilvy Malaysia)
Art Director: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Prem Kumar (Ogilvy Malaysia)
Art Director: Syed Hassan (Ogilvy Malaysia)
Art Director: Kuan Kim Wai (Ogilvy Malaysia)
Art Director: Jarrod Reginald (Ogilvy Malaysia)
Art Director: Hatim Azizan (Ogilvy Malaysia)
Art Director: Tong Chee Choong (Ogilvy Malaysia)
Agency Producer: Eric Yan (Ogilvy Malaysia)
Agency Producer: Loo Seng Tuck (Ogilvy Malaysia)
Strategic Planning Director: Arvind Srivastava (Ogilvy Malaysia)
Senior Business Director: Ranjeetha Menon (Ogilvy Malaysia)
Account Director: Darren Ho (Ogilvy Malaysia)
Director: Maurice Noon (The Director's Think Tank)
Director: Prasoon Pandey (Passion Pictures)
Media placement: Print - The Star, New Straits Times - 6 May 2010
Media placement: TVC - Astro, RTM - 6 May 2010
Media placement: Internet - Maxis Website - 6 May 2010

Summary of the Campaign
Maxis needed a campaign to highlight their role as broadcast sponsor of the 2010 World Cup, and mark their ongoing commitment to football in Malaysia as sponsors of the Barclay’s Premier League. Whilst passion for the sport of football in Malaysia has never died, the country has fallen behind as a playing nation. Maxis told the story of Malaysia’s greatest ever players, and brought to life the highlight of their careers, when they qualified in the 1980 Olympic games by beating South Korea. Together with Maxis, these legendary players proved their commitment to the game by building an entirely new national football team; one that could inspire the nation to believe in itself once again.

The Situation
Malaysia has become a nation of football fans that supported foreign teams and the international game; without a team of their own worth support. The Malaysian football team lost nearly every game regionally, and struggled to even recruit players. People had lost all hope.

The Goal
The campaign’s goal was to build a football team that could qualify for the World Cup 2022, and reignite the nation to be passionate and proud of Malaysian football once again. This went out to 28 million people in Malaysia, even appealing to people less involved with football. "The sense of pride and demonstration of commitment and determination from the execution appeals at an emotional level with consumers; translating to a brand that understands its consumers, thus building affinity." – The Nielson Company.

The Strategy
We needed to track down the legendary football stars, as over 30 years had passed since their days of glory. This involved travelling all over the country, with hectic flight schedules and mishaps along the way. Footage also had to be retrieved from extensive archives and compiled for the first time in history.

Execution
The campaign first appeared on TV, in the weeks leading up to the World Cup 2010. This started a public dialogue, captured by the media. A road show also commenced, where the football legends trained with the new national team. The campaign quickly became viral online through social media and reached its peak point of publicity when the "Moment of Glory" TVC appeared during the World Cup. Complete coverage of the team’s progress through to the finals of the ASEAN Football Federation Suzuki Cup was also broadcast.

Documented Results
The campaign struck a chord with Malaysians, and installed a sense of national pride in their hearts. It also made the front page of national dailies, with over RM4.5million in earned media. There were 1.5 million impressions on campaign videos posted, and 80,000 downloads of the flag application. The ASEAN Football Federation Suzuki Cup was watched by over 100 million people in the region, as Malaysia took the championship title for the first time in history. The Prime Minister declared the following day a public holiday for 28 million people. The Maxis campaign made Malaysian football the talk of the town, once again.