TV channels in Malaysia are monitored by a very tight government policy and would not allow us to run a campaign that puts someone life on the line.

The mechanics of the tests and how they were executed also required the films to be longer, consumers in Malaysia are not used to long format films by brands, so we needed to make it highly engaging to capture their attention.

The film purpose was to prove the promise of “Zero buffering on YouTube videos 96.1% of the time.”

To do it we created an elaborated test, putting the life of Maxis Chief Technology Officer, Morten B, on the line.

The test consisted of Morten, sitting on a chair that only moved according to the loading speed of his favorite YouTube video, at the same time, a huge industrial buzz saw moves behind him at a constant rate. With a margin for error of less than 4%, will Morten die by buffering?

He didn’t and we proved our claim.

The video had hundreds of thousands of views and was also leveraged on Facebook, it went beyond making a claim and actually proved the new network capabilities to skeptical consumers.

The style of communication also connected a very traditional brand to a younger audience, gaining new followers, and more importantly new subscribers.