Brand purpose at the fore

Its head of brand and marketing Tai Kam Leong said purpose-aligned marketing is beyond advertising and is fundamental to the company’s relationship with segments and communities.

PETALING JAYA: Maxis Bhd is strongly upholding its purpose-aligned marketing initiative as it strives to forge a closer connection with communities and various business segments.

Its head of brand and marketing Tai Kam Leong said purpose-aligned marketing is beyond advertising and is fundamental to the company’s relationship with segments and communities.

Specifically, he said, Maxis is committed to invest optimistically to help people and businesses in Malaysia to always be ahead in a changing world

“Any customer-centric brand will be investing across the user experience and its appropriate channels. This will span resources in owned-assets such as our highly rated apps and e-commerce capabilities to paid-assets such as collaborations with content creators.

“All these efforts are guided by our brand purpose. We are committed to invest to help people and businesses in the country to always be ahead in a changing world.

“Simplistically, we believe in service – not just selling – to others, and win-win relationships. We look forward to 2021 with optimism and enthusiasm, ” he told StarBiz.

Commenting on the company’s strategy from the viewpoint of a marketer, Tai added that at Maxis, the consumer is at the heart of what the telco does.

More so than ever, he said it is important to serve customers value, and this is value-creation for Maxis as an organisation and brand.

“This is exemplified, among others, in our Maxis Business SME Grant Help Squad, Always Be Ahead initiatives, our flagship community programme eKelas, Jendela network augmentation, various fixed Home Fibre and WiFi connectivity solutions and innovations, as well as the new Maxis TV that aggregates over-the tops for customers’ convenience.

“On top of that, much of our marketing is skewed towards empowering content creators across music, TV, e-sports, technology and more to create win-win-win collaborations, ” he added.

As for the prospect of the marketing industry this year, Tai said there has been massive digital acceleration in everyday lives.

Customers are signalling what they like and dislike, and seeking better, easier and more delightful experiences.

“As the leading converged solutions provider, we clearly believe in a converged, seamless and integrated future. The outlook for the industry would reward those who think diligently and facilitate the details in an end-to-end user journey manner.

“Inversely, archaic definitions and old metrics, as well as attention-grabbing stunts would soon start to see a less rosy future on the horizon, ” he noted.

Some of the telco’s key campaigns are Layar Harapan (Maxis-iPhone 12 campaign), which was launched this year, and the “Always Be Ahead” brand purpose and #KitaSapotKita which was launched in 2020.

The inspiring short film Layar Harapan celebrates the intersection of technology and tradition. It revolves around a wayang kulit master puppeteer, or tok dalang, in Kelantan named Pak Cu and his eight-year-old grandson Adam. The film showcases their zeal for Malaysians to understand and appreciate the beautiful art of wayang kulit, and importantly the co-existence between tradition and technology as they enable each other to thrive in a fast-changing world.

The “Always Be Ahead” brand purpose was launched in conjunction with Maxis 25th anniversary and the 2020 Merdeka celebrations. This was to signify the intertwining of Maxis and Malaysia’s past, present and future journey together in this rapidly evolving digital age.

As part of the campaign, the telco rolled out a series of digitalisation programmes for individuals and businesses throughout the year, along with special offers to customers in conjunction with the anniversary celebrations.

Beyond providing essential connectivity and other initiatives to support Malaysians during the movement control order last year, Maxis wanted to bring Malaysians closer together despite the restricted movements to stay safe at home.

In doing this, it collaborated with key opinion leaders and business opinion leaders on its #KitaSapotKita campaign to bring entertainment and business content to the masses.

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