The Word’s First Art of Buffer Gallery – a series of pre-roll videos that plays soothing artwork, making cheeky use of the buffer icon, while they wait for their videos to work. Because let’s face it, the one thing people don’t want to watch, is the buffering icon on their phones.

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.

A variety of local designers, illustrators and artists were commissioned to create artwork that was true to their style; using digital, photography, paints, etc. but also worked as a piece of art that plays with the YouTube buffer icon. 20 artists were commissioned for this project.

So, as customers on slower networks speeds waited for their videos to play, they got a beautiful piece of buffering artwork. A voice over cheekily asked users to enjoy their buffer or switch to Maxis 4G with zero buffering to avoid this.

YouTube companion banners were served at the side, prompting users to click to the Maxis Buffer Art Gallery microsite. There, users are able to see the entire buffer art gallery as well as Maxis 4G plans.

The objective was to create a pre-roll ad. But above and beyond than just a film piece, we used targeting data to create a custom made design experience aimed at providing a better experience for competitor telco users, even while they are buffering.

Value added to brand:

The PR Story; “Maxis cheekily gives rival telcos a “better” YouTube experience.”

Value for consumers:

A fresh and better experience of video buffering.

Reach:

Above industry benchmark click-throughs, leading to an increase in postpaid subscriptions.

Sales:

35% increase in postpaid network preference in the first two quarters of 2016.

Malaysia has one of the largest video-viewing audiences in South East Asia with 7 million users daily watching 400 hours of content every day. With 70% viewing on their mobiles.

We wanted to give consumers on competitors’ network, a better video experience, even when buffering on slower competitor network speeds. Exploiting the irony of buffering on slower competitor network speeds, we created Art of Buffer pieces, instead of ads. So that our competitors customers would a better video experience, even when buffering. In fact, the more you buffer, the more artwork you’ll get to enjoy.

Showing everyone that that Maxis 4G is the best video experience, even while you’re buffering on a competitor’s network.

The telco industry in Malaysia is a very competitive landscape, with every brand promising more data for lower prices. There were many consumers on who were on slower internet data as their network did not have 4G network availability in that area. But they were still not thinking of switching. As the No.1 4G Internet provider, Maxis needed to give consumers a compelling reason to switch to their faster 4G network. All this, using a video pre-roll campaign.