Staff Reporters
Jul 16, 2010

CASE STUDY: Maxis asks the public to review the HTC Desire

Maxis Berhad, Malaysia’s largest telco, recently reached out to online influencers with a social media drive that invited reviews of a newly launched Android smartphone, the HTC Desire.

CASE STUDY: Maxis asks the public to review the HTC Desire


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.


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.


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.


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.


Project Maxis10
Client Maxis Berhad Malaysia
Creative agency Ogilvy Public Relations Worldwide
Digital strategist Brian Giesen
Account director Jo Huang
Exposure Online 




Related Articles

Just Published

2 days ago

BBC splits its India operations

Following a series of tax raids in 2023 and shifting regulations, the BBC announced it's dividing its operations in India this week, as it seeks to meet the country's foreign investment rules.

2 days ago

Focus on ability rather than disability, new ...

Initiative led by SPD Contact Centre and agency ABrandADay aims to tackle the underemployment of Persons with Disabilities (PwDs) in Singapore.

2 days ago

H2 2023: Telstra disrupts the norm with its $100 ...

North America dominated the global creative landscape in H2, but high-value shifts from APAC, like telecom major Telstra abandoning the traditional agency model made news.

2 days ago

The individual vs the collective effort in ...

Brands have the power to revitalise the value of sustainability, its collective progress, and individual benefits—and now is the time for them to do it. Natasia Wangsaputra opines.