Festive Celebrations are common in Malaysia, brands use them as an opportunity to do CSR. Maxis has done the same internal CSR Campaign for many years with minimal level of impact. For Chinese New Year 2016, Maxis partnered with EPIC Homes, a non-profit organization that builds homes for rural families. It was now time to reach further by getting the public involved.
We leveraged on two important insights:
1) Significance of "Home"
The concept of "Home" is a core value of CNY - it symbolizes happiness and togetherness. Hence why traditions like decorating home with 'auspicious omens' and reunion dinner, take place at home. Naturally, a 'building homes for the needy' campaign would drive a message that hits closest to home.
2) Online Shopping peaks during CNY
CNY is the biggest online shopping season as Malaysians shop for new clothes, home decorations, even groceries. With an estimated 3 million shoppers on the lookout for deals, e-commerce sites are high traffic platforms key to target Malaysians.
We decided to transform Malaysia’s Top 5 e-commerce sites into a new medium for awareness, participation and volunteer recruitment for their Home-building CSR collaboration with EPIC Homes. Instead of soliciting donations, we 'SOLD' donations as raw house-building materials such as wood panels and water taps as their contribution. Riding on festive relevance, each item was priced at RM8 (the Chinese lucky number) and the building materials were given auspicious Feng-Shui yet cheeky descriptions such as "Gold-with-the-Flow" Water Tap and "Confirm Nail the Job" Nails. Strategically PLACED ALONGSIDE normal merchandise, online shoppers were sure to see our 'ads' while browsing. And just like any other normal merchandise, donations can be bought through a simple click of ‘Add to Cart'.