Maxis, one of the largest telecommunications companies in Malaysia, wants to shed its stereotypical telco company image and instead be known as a digitally-driven innovator in the tech sector. As such, many of Maxis’ current initiatives revolve around the enrichment of lives through the power of the internet. However, tons of other tech companies claim exactly the same thing. So how could Maxis, with the limitation of being labeled as a telco provider, shake up the tech scene and really make a difference?
Hari Raya is Malaysia’s largest festive period. It’s also the period where everyone drives back to their hometowns for celebrations. Naturally there are more accidents on the road during this period. No surprise really as Malaysia ranks 17th in the world for ‘most dangerous roads’.
Inspired by a survey finding that 97% of Malaysian parents claimed they drive much safer when children are in the car. What if we could have a kid with us all the time while driving?
This led us to a really obvious idea: a kid’s voiced GPS to encourage safe driving.
Instead of creating another run-of-the-mill GPS platform, we collaborated with Waze, a community-based traffic and navigation app with 4.4 million active Malaysian users. Different from other Waze special voice packs that usually feature a single celebrity voice, Maxis’ Safe Mode Kids invited different children to donate their voices for Waze directional prompts with charming reminders to drive safe
Maxis Safe Mode was a runaway success with news of the voicepack reaching even international news mediums like NBC and Bloomberg. We generated a total PR value of RM 61,059,382 (USD 14,119,067, Exchange rate USD 1 = RM4.3)
Safe Mode has been downloaded 956,369 times. With 4.4 million active Malaysian Waze users, that's 1 out of 4 downloading and engaging with this pack.
More importantly, Malaysians loved us even more and we made big leaps, +5 to +8 points in our brand health indicators for “innovative”, “digitally driven” and “brand that cares for me” (source: Maxis Brand Health Tracker)