Ensemble Worldwide and Initiative, which are agencies within the IPG Mediabrands network, are undertaking a novel approach in their latest campaign for Maxis, grounded on Maxis’ latest AI network that promises users the “best experience” across all internet platforms.
The campaign is a manifestation of Maxis’ recently introduced AI network, AI in this instance representing Advanced & Intelligent.
This advanced and intelligent combination of 5G-ready infrastructure and machine-learning is designed to effectively optimise every user’s internet experience.
To showcase these enhanced capabilities, the campaign mirrors the AI experience by utilising optimised targeting to roll out a series of ads across multiple platforms simultaneously, with different ads being served to consumers in varying contexts.
Executive Creative Director of Ensemble Worldwide, Chan Woei Hern, commented, “We immersed ourselves into the tech elements of the network, and challenged each other to ask how we can best demonstrate the agility of the network rather than focus on speed.
“This campaign is really a reflection of the ambition and attention to detail that Maxis puts into technology to serve faster, better and more personalised internet experiences.”
The highly-optimised campaign sees Ensemble and Initiative partner with Kingdom Digital, Growth Ops and various media partners to comb through and analyse Internet behaviours of Malaysians to curate over 100 different versions of ads, carrying more than 1000 ad messages.
Kristine Ong, Group Managing Director of Initiative said, “As we strive to connect with consumers in a culturally relevant manner, we’re always looking for ways to stretch the media boundaries across all platforms, and this campaign is one that we are extremely excited about.
“We wanted to simulate a personalised experience whereby we tailor each message uniquely to the different audiences. Whilst we have done it consistently in the digital space, this is the first time the personalisation will be brought to life across all media platforms, including TV, OOH and radio.”
Woei Hern adds, “A project of this scale has never been attempted before in Malaysia. The exciting thing was the opportunity to not just deploy a campaign, but an ecosystem, showing the right amount of human touch alongside machine intelligence.
“We learnt. We failed. We laughed and learnt better. That’s the fun part about deploying a campaign in real-time.”
Tai Kam Leong, Head of Brand and Marketing of Maxis said, “Daily Internet demands are increasing at an exponential rate that will only keep growing as we head towards 5G.
“This campaign by Ensemble and Initiative thinks beyond the usual norms to communicate our enhanced capabilities and allows us to clearly showcase what the AI network means across our different segments of users.”