Maxis tries to make network quality interesting

August 23, 2019 | Share this article

With Ensemble and Initiative, the Malaysian telco takes a good stab at explaining something people generally don’t want to hear about.

Telcos have a tough lot in life. No one wants to hear about—or even think about—the details of the network they’re using to access the internet. Your service either works to your satisfaction, or you move to a new provider at the earliest opportunity.

Telcos need to build brand affinity to combat this. And to do so they pretty much have to attempt to make a case for their network’s superior speed and quality. But that discussion naturally gets really technical really quickly. And that’s when people’s eyes glaze over as their minds wander off to more interesting topics, such as 17th-century tariff structures.

All of the above means Ad Nut has to commend a new campaign by IPG Mediabrands agencies Ensemble Worldwide and Initiative for Malaysian telco Maxis.

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