Malaysians preferred to watch videos on mobile but there are certain customers, who used slower internet data and does not have thoughts to switch for faster 4G network. As most of the areas for other network does not have 4G network availability.

We saw potential into tapping towards customers on competitors’ networks but how do we convince them to switch for a faster 4G network and simultaneously convert for Maxis 4G network?

Since we knew we needed to demonstrate the superiority of Maxis 4G Internet speed to customer on competitors’ networks.

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.