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Maxis launches campaign, yet to settle pitch

Maxis has launched an integrated campaign titled ‘Home’ created by Leo Burnett which was assigned the task on project basis.

Cheong Mei Foong, head of brand at Maxis told A+M that it is still reviewing agencies for its creative account and has handed over the duties for this particular campaign to Leo Burnett.

Maxis called for a pitch for its local creative business covering its entire local remit including post paid category in June.

“We expect to make an official announcement on the appointment of the agencies at the end of November. In the meantime, we will continue to work with agencies on selected projects,” she said.

The campaign promoting its latest home fiber internet packages kicked off with a teaser campaign launched in September followed by an official launch.

Series of ads have been placed across various mediums such as newspapers, billboards, buses and taxies, TV, radio and online, bearing campaign taglines ‘come home’, ‘go home’ , ‘stay home’ and ‘hello home’.

To create more buzz for the campaign, 100 Maxis employees came out dressed in their home attires such as pajamas, apron, sarong and staged a walk around town holding pillows that carried the campaign taglines.

Harold Quek, senior vice president, Home Services, Maxis told A+M the campaign is themed around what people now do from the comforts of their home with Maxis Home services.

“As we are new to the home sphere, the objective of this initiative is to raise awareness that Maxis is now providing customers with services especially catered for their homes.”

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