Leo Burnett Kuala Lumpur
Maxis
Maxis
Local telco Maxis wanted to rally Malaysians together in the nation’s fight against COVID-19. We saw an opportunity in music, as people turned to songs during the pandemic to lift our spirits. Listenership of music on YouTube and streaming platforms like Spotify were an all-time high. But we didn’t want to just stop at giving free data for music or discounted subscriptions.So we asked ourselves: what if the digital music industry’s model could be hacked to not only raise hope, but also generate funding to fuel our nation’s battle against the pandemic? What if the simple act of pressing play can help raise money (and hope) to fight COVID-19, even while you’re at home?
To rally Malaysians together during the pandemic, Malaysian telco Maxis launched its #KitaSapotKIta (We Support Each Other) movement with “Make It Through”, an inspiring anthem that made the digital music industry’s business model work hard for our nation’s fight against COVID-19.The song was produced and performed by multiple AIM (Malaysian Grammy Awards) winner Faizal Tahir and US Billboard Heatseekers Chart-topper Zee Avi, and featured several local artists and COVID-19 frontliners. Revenue from every YouTube view, Spotify, Apple Music, JOOX and KKBOX stream and Caller Ringtone download went towards the National Welfare Foundation’s COVID-19 fund.In just 3 weeks, our campaign saw 9.2 million views , 20.2 million social impressions, RM342,800 in earned media and 31,000 hours of watch time, leading to over RM500,000 raised for the cause by simply pressing “play”. It even inspired Malaysians (including COVID-19 frontliners) to come together to create a “Made by
Executive Creative Director: Emir Shafri
Creative Director (Content Social): Lay Jian-Yi
Creative Group Head (Art): Chan Sze Mei
Creative Group Head (Copy): Eelyn Ng
Copywriters: Aaron James Leong, Hana Sudrajat
Art Directors: Ong Jia Yean, Sabrina Bien, Lee Jiayi
BM Copywriters: Izzul Iqram, Amirul Mizan
Account Lead, OPTM: Munas Van Boostra
Account Management: Jennifer Liew, Liow Mei Fong, Tan Ming Lei
Planners: Dhruv Rao, Siddhart Lahiri
Social: Cheong Wai Kit
Media: Wong Pi Yee, Wong Shin Wen, Edina Lim, Heidi Lim
Digital: Gillian Chow, Ben Encarnacion, Team Prodigious
Music Partners: XENO Group, Rusa Music, Warner Music
