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SUB CATEGORY :
DIGITAL INSTALLATIONS
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ENTRANT COMPANY :
STAR REACHER ADVERTISING SDN BHD, KUALA LUMPUR
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TITLE :
ABLE CUBES
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BRAND :
MAXIS
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ADVERTISER :
MAXIS BERHAD
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AGENCY :
LEO BURNETT, KUALA LUMPUR
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CHIEF CREATIVE OFFICER :
EMIR SHAFRI
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SENIOR CREATIVE DIRECTOR :
WALTER TEOH
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CREATIVE GROUP HEAD :
EELYN NG/CHAN SZE MEI
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ART DIRECTOR :
KELVIN LOW/CHAN SZE MEI/WALTER TEOH
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COPYWRITER :
IMRAN ROSLAN/LUT AIMAN AZMI/EELYN NG/EMIR SHAFRI
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AGENCY PRODUCER :
YING YING YAP
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DIGITAL CREATIVE LEAD :
BENJAMIN ENCARNACION
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DESIGNER :
POTATO WOON
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CLIENT PARTNER :
POH LI LEE
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ACCOUNT DIRECTOR :
VINZ LOW
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ACCOUNT MANAGER :
YI LYNN TAN
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SENIOR ACCOUNT EXECUTIVE :
HO YANN LEE
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MEDIA AGENCY :
PUBLICIS MEDIA, KUALA LUMPUR
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ASSOCIATE MEDIA PLANNING DIRECTOR :
OOI WAI CHEUCK
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MEDIA PLANNING MANAGER :
WONG SHIN WEN
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SOCIAL MEDIA MANAGER :
LESLEY LIM
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FILM PRODUCTION COMPANY :
RESERVOIR WORLD SDN BHD, KUALA LUMPUR/
FRAMEMOTION STUDIO, KUALA LUMPUR
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FILM DIRECTOR :
ISMAIL KAMARUL
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EXECUTIVE PRODUCER :
SABRINA WONG
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EDITOR :
SHELDON ARUEL
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GRADING :
JSENG LEE
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POST-PRODUCTION COMPANY :
POST2POST, KUALA LUMPUR
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POST PRODUCER :
CHERYL
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CAMPAIGN SUMMARY :
Malaysian telco Maxis was looking to reverse its 3-quarter brand preference decline amongst the key Malay demographic during Ramadan/Eid. However, with half the spend of the category’s biggest spender during this peak ad season, we knew another brand ad wasn’t enough.
Eid isn’t complete without festive music. Walk along the streets of any major city and you see local buskers, particularly those who are Persons with Disability (PwD) who have limited opportunities, making a living by playing Eid tunes. However, they were often at the mercy of inaccessibility. Going online wasn’t the answer: PwD buskers’ livelihoods depended on connecting with audiences physically. In fact, they saw a 70% drop in income when moving online.
Given that we’re known for our fast, stable nationwide coverage, we sought to create a brand experience that would help PwD buskers connect to audiences and livelihoods wherever our network could reach. With our strongest asset at its core, the brand experience demonstrated that when technology is made accessible to everyone, no one gets left behind.
Working with Malaysian disability rights organisation OKU Sentral, we launched Able Cubes. Powered by Maxis’ reliable nationwide network, Malaysia’s first virtual busking cubes empowered PwD buskers to “busk from home” with popular Eid songs and have them seen even the most inaccessible high-traffic areas. Audiences could then easily contribute to the buskers through major e-wallets via QR codes, during Malaysia’s most charitable season.
The campaign became one of the most talked about Eid campaigns, earning RM405k in earned media and 97% positive sentiment. PwD buskers boosted their exposure and livelihoods, reaching over 70% non-followers. It also helped us grow brand preference amongst the key Malay demographic by 5pts, reversing the 3-quarter decline. Correlating with a 172k boost in consumer subscriptions and RM18 million increase in quarterly revenue.
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THE BRIEF :
The Malay community was falling out of love with Malaysian telco brand Maxis. Brand preference had declined over 3 quarters (Brand Health Tracker, Q1’22).
Ramadan and Eid, the community’s biggest festive periods and time for connection as well as giving, was the perfect time to win over this key demographic, but it is also a peak advertising period (US$153M ADEX), especially for telcos, which spend more than 2X in these months. Emotive big-budget long-form festive videos are the norm and it’s hard to stand out.
With only half the category’s biggest spender’s budget, we found inspiration in how Eid is a season of giving to those in need, and a joyful (and musical) celebration of triumph over adversity. So, instead of just another big-budget brand AD, we launched a brand ACT that demonstrated that when technology is made accessible to everyone, no one gets left behind.
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THE STRATEGY :
Eid isn’t complete without festive music. Walk along the streets of any major city and you see local buskers, particularly those who are Persons with Disability (PwD) who have limited opportunities, making a living by playing Eid tunes at Ramadan bazaars and shopping malls.
Like the 15% of Malaysians who are PwD, PwD buskers often are at the mercy of inaccessibility: think poorly maintained or poorly planned accessibility features like broken handrails or wheelchair ramps that lead to staircases. Going online wasn’t the answer: PwD buskers’ livelihoods depend on connecting with audiences physically. In fact, these buskers saw a 70% drop in income from moving online.
Maxis is known for its fast and stable nationwide coverage, especially in these high-traffic locations. Could we expand PwD buskers' reach and livelihoods with our key asset, into places our network could reach that would otherwise be inaccessible to them?
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THE EXECUTION :
Working with Malaysian disability rights organisation OKU Sentral, we launched Able Cubes. Powered by Maxis’ reliable network, Malaysia’s first virtual busking cubes empowered PwD buskers to “busk from home” with popular Eid songs and have them seen even the most inaccessible high-traffic areas. Audiences could then easily contribute to the buskers through their e-wallets via QR codes, during Malaysia’s most charitable season.
We amplified reach with a film that told a story of a PwD busking band. We worked with real PwD musicians as our talents, while consulting with PwD to highlight real obstacles they face with poor accessibility.
We worked with media and influencer partners to promote Able Cube performances and share real PwD buskers’ stories. Their Able Cube performances were also featured virtually in-store and on our owned digital channels, allowing Maxis customers to contribute to these buskers.
We also launched workshops in partnership with OKU Sentral, equipping the PwD community at large with the right skills for our digital economy.
Able Cubes showed the community that with the right technology and connectivity, no one has to be left behind.
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THE RESULT :
The campaign became one of the most talked about Eid campaigns, earning a whopping 97% positive sentiment and 9 million views. PwD buskers boosted their exposure and livelihoods, reaching over 70% non-followers.
It also helped us grow brand preference amongst the key Malay demographic by 5pts, reversing a 3-quarter decline. Correlating with our brand preference improvement, Q2 2022, when our campaign and the two-month Ramadan/Eid season took place, saw a +172k boost in consumer subscriptions, contributing to an RM18 million increase in quarterly revenue.
It even won the support of The Honourable Senator Datuk Ras Adiba Radzi, a PwD who champions disability rights in Malaysia’s Senate: “It’s inspiring to see how we can empower them to expand their income opportunities and achieve new possibilities with the right digital tools. Our community is proud to work with Maxis to bring a positive impact to this community and ensure that they are not left behind.”
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