Maxis Communications Berhad: Maxis Buffer Art

Credits & Description:

Client: Maxis Berhad
Agency: Ensemble Worldwide Petaling Jaya, Malaysia
Entrant: Ensemble Worldwide Petaling Jaya, Malaysia
Idea Creation: Ensemble Worldwide Petaling Jaya, Malaysia
Production: Ensemble Worldwide Petaling Jaya, Malaysia
Executive Creative Director: Chan Woei Hern (Ensemble Worldwide)
Executive Creative Director: Mun Tuck Wai (Ensemble Worldwide)
Head Of Art: Norman Tang (Ensemble Worldwide)
Head Of Production: Loreen Lim (Ensemble Worldwide)
Producer: Betsy Hee (Ensemble Worldwide)
Executive Business Director: Sean Wong (Ensemble Worldwide)
Designer: Keera Chun (Ensemble Worldwide)
Designer: Chan Colin (Ensemble Worldwide)
Designer: Voon Poh Le (Ensemble Worldwide)
Designer: Lee Hui Ru (Ensemble Worldwide)
Art Director: Chin Sin May (Ensemble Worldwide)
Art Director: Baharin Jeffri (Ensemble Worldwide)
Designer: Ng Shuang Chin (Ensemble Worldwide)
Senior Art Director: Brian Kong (Ensemble Worldwide)
Business Manager: Beverly Ong (Ensemble Worldwide)
Business Executive: Lim Jia Yang (Ensemble Worldwide)
Video URL: https://www.youtube.com/playli...
Describe the campaign/entry:
The world’s first Buffer Art Gallery, a YouTube preroll that comes to life the moment your mobile phones that buffer.
Creative Execution:
Working with Google, we targeted Malaysians who were watching YouTube on 2G, EDGE and slower network speeds that would buffer while streaming on YouTube, plus we found that we could do targeted buys on YouTube based on:
1. Mobile only 2. Competitor Telco 3. Low bandwidth.
Maxis had collaborated with a variety of designers, illustrators and artists were commissioned to produce Buffer Art pieces. Their brief, was to use any art medium be it digital, photography, paints, etc to create a piece of artwork that has the YouTube buffer icon as the centrepiece.
From the initial pool of submitted designs, we further collaborated with them to create artwork that’s true to their style, but also worked as a piece of art that plays with the YouTube buffer icon. From this we had 20 artists commissioned for this project.
The Objective was to create a pre-roll ad. But above and beyond than just a film piece, we used targeting data to create a custom made design experience aimed at providing a better experience for competitor telco users, even while they are buffering.
Value added to brand:
The PR Story; “Maxis cheekily gives rival telcos a “better” YouTube experience.”
Value for consumer:
A fresh and better experience of video buffering.
Reach:
Above industry benchmark click-throughs, leading to an increase in postpaid subscriptions.
Sales:
35% increase in postpaid subscriptions in the first two quarters of 2016.
We wanted to give customers on competitors’ network, a better video experience, even when you’re buffering on slower competitor network speed.
We exploited the irony of buffering on slower competitor network speeds, by creating art pieces which would give customers a better video experience, even when buffering.
In this instance, we specifically targeted mobile users on competitor telcos who are on low-bandwidth, where Maxis collaborated with artists to create artwork which makes video buffering on competitor networks a more pleasant-looking experience.
YouTube preroll buys are usually very generic.
Instead of just serving an ad, we created Buffer Art Gallery, the world’s first art gallery on YouTube preroll. The more you buffer, the more artwork you’ll get to enjoy.
This goes to show that Maxis 4G is the best video experience, even while you’re buffering on a competitor’s network.