Ad Nut
Mar 11, 2016

Mobile telco creates 'SOS' network for emergency situations

From Malaysia: Maxis SOS for Maxis by Ogilvy & Mather Hong Kong

Mobile telco creates 'SOS' network for emergency situations

Malaysian mobile carrier Maxis and Ogilvy Hong Kong collaborated on the creation of a battery-powered, mesh-network device that can be deployed in crisis-stricken regions to provide basic communication services when the main cellular network is down.

Deployed on rooftops, a collection of several of the devices can allow people within an area of several square kilometres to connect to an emergency WiFi signal. The network supports phones from any carrier, allowing people to coordinate rescue and support efforts or contact loved ones.

Through a human intermediary, Ad Nut sought more information on Ogilvy's involvement in hte project, and received the following reply:

Craig Mason, our creative technologist (who is featured in the film setting up the devices), did indeed build, test and prototype this device. We proposed the idea to the client middle of 2015 and were given a small budget to research and build a prototype out of Hong Kong. This was presented to the client who loved and bought the idea and allowed us budget to build 25 boxes which you see in the video. Craig and our team went to Ogilvy Malaysia's office where they built all the devices themselves (literally drilling, soldering, assembling the boxes). Then these went to Maxis engineers in Kuala Krai where they conducted field testing, after which the boxes and documentation was handed over to Maxis technical team to refine and deploy. 

Ad Nut is suitably impressed!


Chief Creative Officer: Reed Collins
Executive Creative Director: Rafael Guida
Creative Director: Matt Nisbet
Creative Director: John Koay
Head of Creative Technology: Craig Mason
Art Director: Elaine Li
Business Director: Prabha Alexander
Account Director: Jonathan Ha
Account Executive: Danesh Asokkumar


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