The BBDO campaign, entitled 'I want it all', features real-life interviews with people on the street conveying what they really want from their prepaid provider, namely a superior network quality and coverage and lower call and SMS rates.
According to BBDO Malaysia, the 'I want it all' campaign was in response to competitor Digi, which has approximately 3.4 million subscribers to Maxis' six million and Celcom's 5.4 million, and launched an aggressive advertising campaign in March.
That campaign aimed to capture the lead in the market, with Digi offering a 'no access' fee postpaid plan complete with value added services including call waiting, caller identification, call hold and call divert free of charge.
"To prevent a migration of both current and potential subscribers to Digi, Maxis' campaign plays on its strengths -- having the largest number of subscribers on its network and its reputation for having widest quality coverage," said BBDO's strategic planning director Arindam Chatterjee.
BBDO developed the campaign, which is running for a month, targeting the 18 to 25 demographic in terms of network quality.
It will incorporate through-the-line communications including two 20-second TV spots airing nationally, print, radio, outdoor and a range of POS materials such as car stickers, posters and buntings.
"This campaign, which offers potential and current subscribers a flat rate on calls, both local and nationwide, and SMS messages, employed innovative use of media," added Chatterjee, who went on to say that as a result, the campaign has garnered a lot of media attention, even appearing as an item on a prime-time news programme.