A good connection keeps you in touch. A great one lifts you higher.

The Wau is one of Malaysia’s national design heritages. Unfortunately the art and appreciation for the Wau is gradually dying. This film attempts to inspire and reignite conversations about cultural preservation and appreciation with the power of technology.

Implementation:

We prototyped a drone kite. And linked it to Pak Shafie via live video with a Samsung Gear VR kit.

Timeline:

30 August to 31 October 2016

Placement:

Facebook and YouTube

Scale:

Nationwide – The drone kite, VR content and Pak Shafie’s traditional Wau was packaged as an educational module for schools. This module was also made available at Maxis 4G internet roadshows.

The film reached a total of 27.7 million Malaysians on TV and digital.

Malaysians were also highly engaged; the video had a view-through rate of 33%, 3X higher than industry average.

As for impact to Pak Shafie?

Thanks to the campaign, there's been a cultural revival to the dying craft of Wau.

The film and VR modules at roadshows and schools jump-started conversation and rekindled the interest of Malaysians towards the beauty of the Wau. It also shed light on the Pak Shafie's dedication to the craft and he has been featured on newspapers, TV shows and travel sites since then.

Last we heard his business increased by 50% and he has received several requests to run Wau making classes.

The traditional craft of Wau-making, a symbol of Malaysian pride, is losing relevance to the internet generation.

As an internet brand, the challenge was to explore the possibilities of tradition and technology living hand in hand.

As a marketing objective, it was a display and demonstration of Maxis’ superior 4G internet coverage and capabilities.

That the internet, is indeed for all.

4G internet has transformed the country, but has also proved to be detrimental to certain cultural traditions. We decided to use this tension to tell our brand story.

Background:

The Phone calls and SMS business in telcos are dying. The new frontier is data. Maxis in order to future-proof itself saw the need to enhance its 4G internet credentials.

Brief:

Demonstrate how 4G internet can bring purpose to Malaysians of all segments.

Objective:

Position Maxis as a truly Malaysian internet brand for all.