Malaysia Adwatch: Telco Maxis drives ad recall with promo for pre-paid card

Heavy advertising and big competition prizes helped Maxis top the recall chart for April. Malaysian mobile operator Maxis topped the list of most recalled commercials in Malaysia in April, with a recall rate of 89 per cent. According to Kristine Ong, general manager of Starcom Malaysia, Maxis is a consistently heavy advertiser. "It has always been one of the top 10 advertisers in Malaysia. As a result, it's not surprising that it is top of mind," she said. For April, Nielsen Media Research recorded that Maxis spent over RM6.1 million (US$1.6 million) in print and television advertising. It has heavy rotation on the airwaves as it pushes its prepaid Hotlink cards - with a competition offering three Mercedes Benz CLK 200 K Cabriolet cars as prizes.