Maxis: #BikinSampaiJadi (Hustle till You Make It) with Hotlink

Malaysian telco Maxis ran a content-rich campaign targeting a youth audience to attract and retain subscribers to its Hotlink unlimited prepaid mobile product and grow average revenue per user (ARPU), despite a shrinking market.

Campaign details

Brand: Maxis Brand owner: Maxis Broadband Sdn Bhd Lead agency: Publicis Groupe Malaysia Contributing agency: Publicis Media Malaysia Market: Malaysia Sector: Telephone & internet services Media channels: Content marketing, Livestreaming, Word of mouth, influencers Up to 500k