(Marketingmagazine.com.my) – By Malati Siniah
Bernard Lee, Maxis’ Head of Marketing Communications (2nd from left), together with the Rojak 360° filmmakers – The Ming Thing (far right), Denes / Vimala of Veedu Productions (centre) and Red People (far left) during the premiere of the Maxis Rojak 360° film series.
In conjunction with the upcoming Merdeka and Malaysia Day celebrations, Maxis 4G and YouTube launched an innovative campaign, Rojak 360°, which debuts Malaysia’s 1st 360° film series directed by five local directors.
Using YouTube’s 360° immersive video-on-mobile platform, each film invites the audience to move their phones around in all directions in order to “See Malaysia From All Angles.”
“As the Merdeka message touches the lives of every Malaysian, we wanted to reach out to more people beyond just cinema screens. With 15 million Malaysians able to watch videos on their screens, we decided to launch the films on mobile, capitalizing on every video media touch point which includes the world’s first 360° cinema banner,” Bernard Lee, Maxis’ Head of Marketing Communications shared at the media launch of the Rojak 360° campaign.
A spokesperson shared with MARKETING that this campaign marked the first of many for the telco group as they were planning to promote the videos from the campaign via interactive 360° banner ads.
“Instead of using the typical banner ads where we would have to click on the ad to view a video we decided to launch the promotions for this campaign on a 360° banner ad which enables viewers to watch the video entirely on the banner.”
The Maxis Rojak 360° film series was shot using cutting edge 360° cameras in various locations in Malaysia and features various local dialects including Johor Hokkien and Kelate (Kelantanese Malay).
Audience at the premier wore Samsung Gear VR headsets while watching the films, which allowed them to pan, rotate and explore the films in every direction.
“YouTube first launched support for 360-degree video 18 months ago and it’s been fantastic to see it being embraced by Malaysian creators and brands like Maxis to tell inspiring and awesome Malaysia Day stories through virtual reality,” said Prashant Pathmanaban, Industry Head at Google Malaysia.
“What’s especially exciting about this new mode of storytelling is that it removes the physical constraints we’re so used to in two dimensions and lets creativity and experimentation soar even higher – our heartiest congratulations to Maxis on the premier of #MaxisRojak360,” he adds.
Agencies involved in the campaign include Ensemble (Creative), Initiative (Digital Media), Kingdom Digital (Digital), Search Guru (Search) and APD (Web).
Check out the three of the films released today on YouTube. The remaining two films will be released in time for Hari Malaysia (16th September).
“Rojak 360 Lost and Found” – by The Ming Thing
Focusing on our differences sometimes makes us lose our way. But embracing them is how we can find our way again.
“Rojak 360 Cham Cham” – by RED People
A day in the life of one anonymous Malaysian, shot uniquely in 360 from the 1st person point of view. A film about diversity and what makes us family.
“Rojak Cow Cow” – by Veedu Productions
A film that makes our differences count. Set on a day a family is moving into their new home. With a cow called Letchumi.
The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.
The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.
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• Sulin Lau – Head of Marketing Services, Maxis
• Cyril Dhenaut – Head of Marketing, KFit
• Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges
• Eric Wong – Marketing Director, IBM Malaysia
• Srikanth Ramachandran – Executive Director, Moving Walls
• Spencer Lee – Head of Commercial, AirAsia Berhad
• Bala Pomaleh – CEO, IPG Mediabrands
• Rachel Lim – Co-Founder of Love, Bonito
• Edward Ling – Sales Manager, Waze Malaysia
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Date: September 6th, 2016 (Tuesday)
Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.
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More details www.marketingmagazine.com.my/cmo2016
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