This is a selection of some of our award-winning work from around the Maxus network.
Maxus Aus/Metalworks, Panadol Flu Tracker
Media becomes meteorology
Panadol Cold & Flu had one eighth of the largest brand’s budget, with 2012 a further 15% down. Working dollars harder, Maxus Australia and Metalworks created a “flu-tracker” app to catch Australians as they caught a cold – when temperatures dropped. Maxus data-mined the link between minimum temperatures and flu searches and – the hard stuff – designed a process based on temperature thresholds to optimise all media, and adjust advertising budget and creative. Meaning they knew when, where and how to focus efforts.
Maxus reduced historic CPC by 70%, doubled the audience with half the 2011 budget, and saved 22% of GlaxoSmithKline’s original online budget.
Maxus UK, Mercedes #YouDrive
Mercedes harnesses dual-screen trend for world’s first Twitter-led TV ad
Mercedes tasked Maxus with launching the new A-class, its most important launch in 60 years, to a new, younger audience. This would mean shifting youthful brand perceptions to make Mercedes interesting and exciting. Aware that young people expect to drive content and conversations and combining this with the trend for dual-screening, Maxus handed viewers the power to drive the world’s first audience-driven TV commercial. Using Twitter, viewers decided the action of a real-time story told over three commercials shown during The X Factor. Twitter and web activity was supported by other buzz-building activity following movie launch conventions.
It was a pioneering move that drove staggering results; two months after launch the A-Class represented 6.2% of the total hatchback market, brochure requests soared by 140% after the campaign and 77,000 leads were generated overall. Crucially, the average age of people enquiring about the A-Class was ten years younger than the Mercedes-Benz average.
Maxus Malaysia, Shell Hard Men Need TLC
Maxus delivers market-moving insights for Shell Rimula
Shell Rimula wanted to increase sales of its truck engine oil in Malaysia by 20%, but was competing in a category dominated by local competitors with a longstanding heritage. To gain deeper insight into its target market, Maxus spent time on the road with truckers and discovered men with hard exteriors but surprisingly soft centres. Despite their ‘tough guy’ image, all they craved was an hour’s pampering. So Maxus created a touring Trucker Pamper Zone (aka the ‘Hard Working Truck’) – a Shell-branded container complete with massage chairs, cold drinks, hot food, hairdressing and a game zone – that revolved between Malaysia’s 10 major truck stops over three months.
Smashing the truckers’ ‘hard man’ image proved to be a market-moving insight, which delivered 49% growth in sales volume and has led to distributors clamouring for the truck’s return. Maxus will build on this positive brand association by reinstating the Trucker Pamper Zone next year.
Maxus USA, Trojan Good Vibrations
Vibrator giveaway stunt delivers 33% increase in revenue for Trojan
When Trojan entered the US sex-toy category, Maxus was tasked with publicising a product that people are too embarrassed to talk about. The challenge was to normalise vibrators by making the conversation unavoidably fun. Maxus chose New York, and specifically the city’s familiar, iconic hot dog stands (transformed into ‘Trojan Pleasure Carts’) to host the world’s largest vibrator giveaway. Tying up with popular radio host Howard Stern, Maxus built radio hype to direct people to Facebook where they could find Pleasure Cart location updates.
Thousands queued for free Trojan Vibrations, prompting the Mayor of New York to shut the stunt down, creating front page headlines in the New York Post. Ultimately, the campaign created significant buzz. In total 10,000 vibrators were given away, while the resulting conversation travelled across media to deliver 700 million impressions in just four days. What’s more, Trojan revenue increased by 33% as a result of the stunt.
Maxus China, UPS Terracotta Warriors
UPS spins Terracotta Warriors tale to build trust among Chinese business market
As a late entrant to China, UPS is up against lots of domestic competition in a country known for its loyalty to home-grown brands. For UPS to break into the Chinese market, Maxus needed to convince Chinese businessmen that they could trust a foreign brand to help grow their business overseas and deliver goods intact. To bring this to life, Maxus told the story of how China had already entrusted UPS to package and globally transport its most treasured historic possession: the Terracotta Warriors. Airports were selected as the key environments for conversing with the travelling business audience. Building miniature museums to showcase the story of the Warriors’ journey overseas, Maxus created an immersive and ambient experience complete with 3D interactive warrior hologram and a ‘real-life’ General Qin chatting to travellers throughout their journey, both in airport lounges and on-board flights.
By showing how UPS had already cared for China, Maxus successfully made its audience care about UPS: the campaign boosted consumer perception of UPS by 40% while driving a massive 22% increase in revenue.
Maxus India, Tata Sky We Mixed India
Changing channels, shifting perceptions
In multilingual India, most satellite operators bundled channels together - effectively making consumers pay for programming in languages they didn't understand. But Tata Sky had changed this norm with 'Truchoice', and wanted to tell the nation. Maxus suggested they do this unintelligibly! The live content on 44 shows across 12 channels was changed, broadcasting in a language other than the viewer's preference. The message was clear: switch to Tata Sky, and pay only for what you watch. Subscriptions reached a record 1.4 million - which makes sense however you say it.
Maxus UK, Fiat Punto Evo
Any guesses as to what Fiat wanted to do with its limited edition Punto Evo? That's right: drive sales. So Maxus decided to leverage one of the product's key features: its 'Blue and Me' sound system. The members of British band Faithless were approached to jointly produce a music video for their latest track.
Traditional and social media built up anticipation around the production, which aired in a threeminute break during Big Brother. Searches for Punto on the Autotrader website subsequently increased by over 240%, with the car declared number one in the 'supermini' category.
Maxus China, Hanvon Handwritten Newspaper
Read (and write) all about it...
In China, many senior executives and government officials still write everything out by hand. Hanvon wanted to reach out to these technophobes, and demonstrate the unique usability of its new Touchpad. And so the product was used to create the first handwritten newspaper article ever.
Published in a business journal, it reached some 850,000 readers. Feedback indicates that over 90% of the target market reported that they intended purchasing a Touchpad. Just sign here, please...
Maxus India, Arrow President's Collection
A bespoke campaign
Barack Obama visited India in 2010. This seemed an ideal opportunity for Arrow to introduce its 'President's Collection'. And why not suggest an 'endorsement' by the man himself? As soon as Air Force One touched down on the sub-continent, Maxus began implementing a smart, integrated brand-placement campaign.
In partnership with publications like the Hindustan Times, Maxim and Outlook, they tracked the President across the country. The communication reached some 14.8 million Indians, with Arrow sales increasing by 28%. Seamless.
Maxus India, Nokia Indiafest
Uncool. It's a word no brand wants to hear about itself, especially from the youth market. But, in recent years, Nokia had been lagging behind its competitors in terms of innovation. So Maxus identified college festivals as the perfect space to reintroduce these mobile phones to young people. (The festivals are social media heaven, much typed about online.)
Nokia went a step further, though, and created Indiafest - the biggest event of its kind, held in Goa. Unique technology allowed attendees to update their Facebook status via wristbands - which they did 59,000 times in just two days. Cool.
Maxus India, Vodafone A Million Delights
A Million Delights
Launched on television, the loyalty programme 'Vodafone Delights' had not exactly delighted consumers. Registrations were low, and a more personalised approach was clearly required.
Maxus China, Roewe Small Badge Big Sales
Small badge, big impact
The Roewe W5 SUV, a new car that did not yet have a story to tell, faced a challenge in China, the world's most competitive car market. Up against existing brands with proven credentials and heritage, it needed to find another way to be noticed. A limited edition National Geographic badged version of the W5 was promoted through a range of jointly crafted media focusing on stories of heroism from China's past. The activity preceded a 45% sales uplift. The badged W5 outsold the standard model ten to one, and cars were badged to meet demand.
Maxus UK, BT Wedding of the Year
British People Shape the Wedding of the Year
We generated 450,000 votes, 120,000 Youtube views and 800,000 interactions and reduced brand churn by 16% by mobilising middle aged housewives to plan our wedding online.
Middle-aged housewives are far more interested in people than brands, so we gave them control of the long-running ‘BT family’ campaign. Through Facebook, they shaped our central characters’ wedding, deciding the dress, car and first dance; we helped them make decisions by placing things they could choose from – like song playlists, across Print, TV, Radio and other media.
Maxus Hong Kong, HTC Smarter Way
Young people in Hong Kong are overwhelmed by choices in the saturated smartphone market. HTC needed to demonstrate the value of their 'Sense' interface, to break through this clutter. Inspired by the popularity of tutorial colleges amongst ambitious young people, HTC and Maxus created their own online 'HTC Sense Tutorial College', hosted by 'Star Tutor', local celebrity Sammi, who demonstrated ingenuity with a smartphone in everyday situations. 200 live classes were also run. The amusing tutorial videos were viewed 100,000 times, the HTC fan base grew by 30%, and sales expectations were exceeded by 100%!
Maxus India, Titan HTSE Enlightening Media
Technologically superior communications
Young Indian consumers want the latest technology, but had rejected Titan watches as old fashioned and lacking innovation. To change this perception and convince them that the HTSE solar-powered line was cutting edge, Maxus redefined the way digital media is used to communicate, with the world's first light-powered Android, IOS and Facebook apps, and an augmented reality watch simulator. Social and mobile media spread the word to 2.5 million people and half-yearly sales targets were achieved in two months. Mashable voted it one of the World's Best Branded Apps and the youth imagery score improved by 20%.
Maxus Mexico, Xavier González Zirión Pinche!
Well, somebody had to say it!
When ordinary citizen Xavier Gonzalez Zirion tried to get selected for the Mexico City elections, the government told media owners not to accept his advertising. Residents were frustrated about the city's chronic deterioration, so Maxus asked people to photograph things in their city that were 'pinche' (an incredibly rude word in Mexico), and then upload them for discussion via social media as part of Xavier's campaign. The media were so impressed at the results, that they ignored the ban and took on Xavier's message. He now represents Mexico's biggest party, PRI, in the city's election.
Maxus UK, Fiat 500 @ LFW
Fiat 500 at London Fashion Week 2013
The Maxus UK Fiat team were briefed to find a novel way to tie the brand’s stylish Spring/Summer 500 creative into the event, so they set up “guerrilla light projections” at high-profile locations around London.
Maxus Norway, Toyota Try my Hybrid
In Norway, Toyota was lagging behind with recruiting new customers despite leading in sales, loyalty and customer satisfaction. Drawing on the insight that Toyota Hybrid owners are the most satisfied car owners in Norway, Maxus created Try My Hybrid, handing people the opportunity to experience Toyota Hybrids through their most important ambassadors – existing satisfied customers.
Using Toyota’s Facebook page, Maxus Norway recruited Toyota Hybrid owners across Norway to volunteer to let strangers, friends and neighbours test drive their cars. By simply logging on to Facebook or visiting the central campaign site, people could locate their nearest Hybrid owner to organise a test drive.
Activating ambassadors to initiate conversations about the Hybrid was a radical shift for Toyota that generated huge publicity, with Radio Norge broadcasting live from a Toyota Prius during the campaign. And the message spread wide, with each of Norway’s 2.8 million Facebook users indirectly knowing a hybrid owner they could test drive with. Overall, the campaign drew 170,000 unique website visitors, 1.9 million video views and - crucially - attracted new customers to Toyota.
Maxus UK, Fiat The Motherhood
Fiat briefed Maxus UK to launch the Fiat 500L, marking a critical entry for the brand into the family car category. To achieve cut through in a marketplace packed with big-budget brands peddling images of perfectly fulfilled family life, Maxus flipped communications for the sector.
Fiat became the first car brand to speak to the reality of parenthood from the perspective of a new mum. Thinking beyond prime time TV, all communications were focused to the places where women go to discuss the reality of parenthood. Maxus identified a huge opportunity to create content that fuelled the conversation. The Motherhood was born: a funny, honest video of a mother rapping about the reality of her life.
The solution broke convention to deliver staggering results, proving social ROI can compare with broadcast. The 500L was the most configured car on the Fiat site within one week of launch. The Motherhood delivered £420k in direct revenue with no other marketing.
Maxus Spain, Manos Unidas Poverty Effects
In Spain, charitable giving is the preserve of the over 55s, while economic crisis poses another huge challenge for charities. For Manos Unidos to raise awareness of its poverty relief work among young people and encourage donations, Maxus Spain would need to take a personal approach.
To spark a conversation while placing each of its audience in the shoes of those living in poverty, Maxus showed young people how hunger, disease and poverty would affect them personally. A campaign launched across outdoor, TV, print and radio, with each spot inviting young people online where Maxus created a groundbreaking piece of tech that manipulated expectations of personal beauty. Uploading their photo to Facebook or via mobile app, people could witness the shocking impact of poverty on their own face and spread the word with social sharing.
Taking a radically personal approach; worked; the campaign doubled its awareness goals and donations were up 54% year on year.
Maxus USA, NBCSN Keep Calm
When NBC Sports Network bought the rights to air the Premier League, Maxus USA was tasked with attracting eyeballs to ‘the other football’. All prior attempts by brands to engage Americans in PL soccer using celebrity players have failed, so Maxus chose a different approach.
Realising that soccer lovers become fanatical because they love their team, not the game itself, Maxus started in New York - carving the city into districts affiliated with PL teams. Posters, taxis ad subway trains in team colours implored residents to pick their side. On television, Maxus gave people more information on their team while online a Team Picker suggested teams based on people’s Facebook activity. Finally Maxus created a cultural tipping point, Jason Sudeikis’ spoof video imagining a US coach running Tottenham Hotspur.
Once people picked a side (and 400,000 did) they had a reason to follow the Premier League - and they knew NBCSN was the place to do it. What’s more, the season opener was the biggest in US history.
Maxus India, Tata Power of 49
India’s government hasn’t succeeded in tackling female subordination, so Maxus India decided to address it with a brand, identifying an ideal opportunity for Tata Tea to drive the country’s female empowerment agenda. The mission was to create a social movement to highlight the power wielded by the 49% of India’s population that are women and awaken them to collectively voice their issues by voting.
‘The Power of 49’ leveraged the combined influence of Bollywood’s highest profile stars. Maxus secured Tata Tea as sponsors of the Indian International Film Awards, prioritising female-category awards above the men’s. Creating the world’s first crowd-sourced political manifesto, Maxus invited women to join celebrities in telephone, mobile web, online debates and Google hangouts, while a mobile push the pin mechanic flags real, everyday issues.
Tata Tea has enjoyed a 13.4% increase in sales, but best of all the campaign has touched every voter-eligible Indian woman, driving national debate and boosting female voter intent by 300%.