Balas Budi Dengan 4G

Agency

Leo Burnett Kuala Lumpur

Client

Maxis

Product/Service

Maxis

Brief

8 years after the launch of 4G, many tech-averse elders in rural areas had yet to make the switch from 3G. We had to ensure they were converted to 4G before the government mandated 3G sunset-and we had to do that in just 6 months.

Solution

To chisel away apathy and anxiety, rural elderly needed handholding. So, we appealed to their loved ones to become guides. “Balas Budi Dengan 4G” – a dual perspective approach to tap into filial piety, responsibilities, and blessings.

By harnessing the power of filial piety, we encouraged loved ones to be the change agents of this tech update. The campaign communicated the importance of switching to 4G and ensuring elder family members were not left behind.

In just 6 months, we successfully upgraded more than 54% of the remaining Maxis 3G individual customers to 4G.