Proximity has scored one of its biggest regional wins to date, after being asked to handle the Music Zone website of Maxis' prepaid brand, Hotlink.
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The year-long deal sees Proximity extend parent agency BBDO's relationship with Hotlink, after the Omnicom shop won the above-the-line business in late 2004.
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Proximity is expected to relaunch the website in the coming months, with an aim to revamp it as a complete entertainment portal for Malaysian youths. At present, the Music Zone site offers users a range of downloads and ringtones.
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"We all know that people love to listen to music on the move," explained Proximity Asia business development director Simon Bond. "We want to push out the boundaries to make the site on par with what happens on the best telco sites in the world."
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With prepaid accounting for approximately 85 per cent of Malaysia's total mobile market, downloads are being seen as a significant revenue stream for market leader Maxis — along with its key competitors, Celcom's Xpax and Digi.
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Churn remains a serious issue for the prepaid brands, with a recent report pegging this figure at 60 per cent of users. Accordingly, the need to boost average revenue per user and drive loyalty has become critical. "The whole market is very much commoditised on price," said Bond. "There isn't much reason to go back. We need to create a reason for people to come back via experiences."
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The assignment follows the rollout of a new World Cup digital and experiential blitz by Hotlink, created by BBDO and Proximity.
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The Hotlink World Cup Party includes a new interactive website to support six parties across Malaysia and a blogging section.
