ASIA PACIFIC – MALAYSIA, FEBRUARY 13, 2013 – Maxis, Malaysia’s leading telecommunications provider, unveils a series of eight short, humorous videos that feature an eccentric grandfather relaying his wisdom of Chinese New Year traditions. The telecommunications group believes in staying connected to traditional roots and paying heed to elders in modern times, commissioning McCann Erickson for the project.
“Our culture and traditions make us unique — and it is our elders who keep us connected to them,” said Mei Cheong, head of brand, Maxis Berhad. “People like our grandparents are filled with years of wisdom and experience, and we want to remind everyone to take the time to pay attention to what they have to say.”
Yeh Yeh, who’s a little tech-savvy, representing how the Maxis technology plays a part in reconnecting us, tells Grandfather Stories in a light-hearted way.
“Malaysian Chinese may practice or go along with the traditions and customs, but many younger people don’t know the context or reasons behind them,” said Szu Lee, executive creative director, McCann Erickson. “It makes the New Year more meaningful when we understand their context. It’s not just a time to wear new clothes and dole out the ang paos. Hopefully, the videos will be enjoyable for viewers to share them with friends and family.”
The videos were created to be enjoyed by all Malaysians, filmed in Mandarin, Cantonese, Hokkien and English, with Mandarin and English subtitles, to recognize the different Chinese communities as well as other races in Malaysia who are all touched by Chinese New Year.
All eight videos that highlight some of the many New Year traditions can be viewed on Maxis’ official YouTube page on http://youtube.com/maxis
This 360 campaign includes print advertisements, on-ground meet-and-greet with Yeh Yeh, and online components that drive users to the videos throughout the Chinese New Year season. As a social extension, the brand also invites everyone to share their own Grandfather Stories on http://facebook.com/maxis or tweet them using #yehyehstories.
