ASIA INTERACTIVE AWARDS
SPECIAL
28. Top Online Performance Marketing
Maxis Mobile Internet: Take the Page with YouChallenge
Of the Maxis users who had the capability to browse on their mobiles, only 1/3 of them
were active. The remaining 2/3 of these users created a business opportunity.

They shared these notions:
• They weren’t sure if their phones could support mobile browsing.
• They knew about mobile browsing but didn’t like the limited display of information.
• They assumed that activating mobile browsing was too complicated.

Strategy
Maxis needed to introduce the richer surfing experience that Maxis Mobile Internet
can provide. And do that in line with the Maxis brand philosophy of keeping things
simple for consumers.

• So mobile
  See web pages on the mobile as seen on a computer.

• So fast
  Thanks to the newly refreshed Maxis WAP portal, users need only to click on icons
  to access web pages instead of typing out URLs.

• So simple
  Just follow step-by-step instructions to start mobile surfing. Solution
Use the online platform of course! Catch users as they are surfing their favourite
websites and present them with the option of taking that page with them, on their
mobile. Easy step-by-step instructions included.

Banners allowed high interactivity without the need to leave the page. A simple
demo helped too. The copy used learnings from current Best Practices for rich
media banners e.g. "mouse over to expand" to assure users that they would
remain on the page they are on.
Results
Click-through rate
• The industry click-through rate in Malaysia is 0.2%. In two weeks, this campaign hit
  an average of 0.57% (almost 300% the norm).

• The Sinchew-i site, one of the leading Chinese online newspaper sites, hit a
  click-through rate of 7%.

• Mobile88, one of Maxis’ mobile content provider sites, hit a click-through rate of 8%.

User engagement
While the full banner runs for about 28 seconds, the average time users spent on the
banner was 55 seconds. Thus, users viewed 100% of the banner and interacted with it.


Source: MindShare

Launch banner
Note: Banner ads were adapted to various other sites and languages.