MAXIS - COMMITTED TO THE GAME by Ogilvy & Mather Kuala Lumpur for Maxis Communications

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MAXIS - COMMITTED TO THE GAME

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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, Gavin Earle Simpson, Tong Chee Choong
Copywriter Richmond Walker, Michelle Lim, Hanim Bamadhaj
Released May 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: MAXIS COMMUNICATIONS
Product/Service: TELECOMMUNICATION SERVICES
Agency: OGILVY MALAYSIA
Date of First Appearance: May 6 2010
Entrant Company: OGILVY MALAYSIA, Kuala Lumpur, MALAYSIA
Group Executive Creative Director: Gavin Simpson (Ogilvy)
Copywriter: Gavin Simpson (Ogilvy)
Copywriter: Richmond Walker (Ogilvy)
Copywriter: Hanim Bamadhaj (Ogilvy)
Copywriter: Michelle Lim (Ogilvy)
Art Director: Gavin Simpson (Ogilvy)
Art Director: Tan Chee Keong (Ogilvy)
Art Director: Prem Kumar (Ogilvy)
Art Director: Syed Hassan (Ogilvy)
Art Director: Kuan Kim Wai (Ogilvy)
Art Director: Jarrod Reginald (Ogilvy)
Art Director: Hatim Azizan (Ogilvy)
Art Director: Tong Chee Choong (Ogilvy)
Agency Producer: Eric Yan (Ogilvy)
Agency Producer: Loo Seng Tuck (Ogilvy)
Strategic Planning Director: Arvind Srivastava (Ogilvy)
Senior Business Director: Ranjeetha Menon (Ogilvy)
Account Director: Darren Ho (Ogilvy)
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

Insights, Strategy & the Idea
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.

Creative Execution
The new national team created by Maxis and the legendary heroes, captured the hearts of the nation by winning the ASEAN Football Federation Suzuki Cup finals. 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 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.

Results and Effectiveness
The campaign struck a chord with Malaysians, and instilled 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 1.5million impressions on campaign videos posted, and 80,000 downloads of the flag application.