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Maxis rolls out personalised ad campaign on its ‘AI’ network

Maxis rolls out personalised ad campaign on its ‘AI’ network

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Maxis has launched an integrated campaign involving a series of personalised ads across multiple platforms simultaneously. According to a press release, it will be unveiling over 100 different versions of ads, carrying more than 1000 ad messages, from now until 31 December 2019.With the tagline “our network is ready”, the campaign is grounded on Maxis’ latest “Advanced & Intelligent” (AI) network, which effectively optimises users’ internet experience using a combination of 5G-ready infrastructure and machine-learning.Maxis head of brand and marketing Tai Kam Leong said the campaign “thinks beyond the usual norms” to communicate the company’s enhanced capabilities and allows it to clearly showcase what the AI network means across its different segments of users. “Daily Internet demands are increasing at an exponential rate that will only keep growing as we head towards 5G,” he added.Ensemble and Initiative, agencies within the IPG Mediabrands network behind the campaign, partnered Kingdom Digital, Growth Ops, Rapport and various media partners to comb through and analyse Internet behaviours of Malaysians to curate the different ads. The campaign mirrors Maxis’ AI experience by utilising optimised targeting to roll out different ads to consumers in varying contexts.[Digital Marketing Asia Conference 2019 in Singapore is back! Join us on 8-9 October as we hear from experienced practitioners and thought-leaders on how they are managing complex digital transitions and reimagining new ways for their marketing to become more customer focused, agile and interactive. Book your seats today.]Ensemble Worldwide ECD Chan Woei Hern said the concept aims to demonstrate the agility of the network rather than focus on speed. It is created as a reflection of the “ambition and attention to detail” that Maxis puts into technology to serve faster, better and more personalised internet experiences. “A project of this scale has never been attempted before in Malaysia. The exciting thing was the opportunity to not just deploy a campaign, but an ecosystem, showing the right amount of human touch alongside machine intelligence,” he added.Meanwhile, Initiative group MD Kristine Ong said it is the first time the agency has brought personalisation across all media platforms, including TV, OOH and radio. “As we strive to connect with consumers in a culturally relevant manner, we’re always looking for ways to stretch the media boundaries across all platforms, and this campaign is one that we are extremely excited about,” she said.

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