Chinese New Year in Malaysia is a time for togetherness and family. “Put down your devices, disconnect to connect” is a recurring theme that most brands advocate during this festive season. And yet, we’re fighting a losing battle with technology as the young are increasingly disconnected from their families and becoming more attached to their phones. As Malaysia’s biggest telco, Maxis wanted to prove that there is a better way to stay close to your family, and your beloved mobile phones too.

If you can’t Google it, Grandma it. We hacked Malaysia’s favourite mobile trivia game; Dooit Live. By making questions so cultural and esoteric, we removed the advantage that millennials usually have, being able to google the answer within the 10 second limit. The easiest and fastest way to get the answers during the Maxis Dooit for Family trivia editions, was to ask their wiser, older relatives around them.

To plan for the campaign, we looked into Malaysia’s mobile user statistics and behavior. According to the Ericsson Mobility report, smartphone penetration in Malaysia is set to exceed 100% in the year 2018. And according to the Malaysian Communications and Multimedia Commission (MCMC), 45.9% of these smartphone users are millennials.

With a reported 83.3% number of users using their mobile for entertainment, including games, we made the decision to out to Malaysia’s No.1 mobile trivia game – Dooit Live for a brand partnership. Why a mobile trivia game? MCMC also reported that 85.5% of Malaysians internet users use the internet to get information. And many Dooit fans were using Google to search for answers. We just needed to hack this behavior to our advantage, making unGoogleable questions, so they had to ask their relatives instead.

The campaign rolled out nationwide between 22 Jan – 19 Feb 2018:

- Nationwide TVC

- Easter-egg filled films on YouTube, Maxis Dooit For Family Microsite, Maxis Social pages (Facebook, Instagram, Twitter)

- Daily Puso (extra life) codes, redeemable via the Maxis Hotlink RED App and Maxis App

Our partners, Dooit Live also supported us with:

- Daily brand mentions on Dooit Live’s social pages (Instagram and Twitter) pre-game and post-game

- Maxis Dooit For Family background themes and live mentions during live games

- They even matched our prize money offering to make the game even more attractive to their fans!

- Average 8 minutes 22 seconds spent on Maxis website, compared to 2 minutes 33 seconds last Chinese New Year.

- Over 5 million minutes of easter-egg film watched, compared to 2 million minutes of last year’s Chinese New Year film.

- A high number of Maxis users returned to the MyMaxis app and Hotlink app daily for free Pusos.

- More than 500 minutes of live trivia steaming during the Maxis Dooit for Family games.

- Average 28,000 players per game, close to double the average number.

- For 16 days, every player engaged was multiplied by the number of family members they had.