Maxis launches location-based advertising service
By Digital News Asia June 17, 2013
- New ad channel uses cell location technology to deliver relevant offers and promotions to Maxis myDeals customers
- Maxis location-based advertising service now available in 15 destinations; 21 brands sign up as launch partners
MAXIS Berhad has introduced Location-based Advertising (LBA), a service for brands and advertisers to reach out to Maxis myDeals customers using cell location technology.
The service, which can be time-based as well, enables advertisers to select the demographic profile of their target customers and apply it to their preferred destination to deliver the right message or promotional offer to customers, Maxis said in a statement.
Maxis & Hotlink customers who are members of myDeals will be able to enjoy these customised offers each time they walk into a specific location where Maxis’ LBA is available. Once the system detects their presence, an SMS will be sent to them at no charge with the featured promotional offer.
Maxis’ location-based advertising service is now available in over 15 participating shopping destinations, including leading popular malls in the Klang Valley such as Mid Valley Megamall, 1Utama, Sunway Pyramid, KLCC, Pavilion and The Curve, as well as other shopping locations such as KLIA, LCCT and Genting Highlands.
By year-end, the service will be available in over 25 destinations throughout Malaysia, Maxis said.
This platform will also empower small and medium-sized companies to use SMS-based location-based advertising to attract customers who are already in the vicinity, who are more likely to visit their establishments.
“With the introduction of location-based advertising by Maxis, we’re the first in providing an extremely practical mobile channel for advertisers to reach out to consumers,” said T. Kugan (pic), head of digital services at Maxis.
“This will enable them to target specific customers who are already in high traffic areas and engage them directly via the mobile medium.
“Importantly, customers have the choice to receive such notifications and when they do, it is a win-win proposition since they will be able to instantly and conveniently enjoy offers located around them,” he added.
Maxis’ new service has already garnered the interest of advertisers from the financial, tech and FMCG (fast-moving consumer goods) industries, with 21 brands signing up as launch partners: CIMB, TGV, HTC, LG, Mom’s Care, Crocs, Sketchers, Philips Avent, Ralph Lauren, Davidoff, Calvin Klein, Nestle (Milo 3 In 1), Lancome, Shu Uemura, Cadbury, Guess, GAP, La Senza, Biotherm, Kerastase and Kiehl’s.
The launch of Maxis’ location-based advertising service – at TGV cinemas in 1Utama, where 200 customers won free movie passes through the service – follows the rollout of other such services.
In 2011, Maxis launched Maxis myDeals, with four million members to date; and in 2012, launched its Best Integrated Go-To-Market (B.I.G) Media which offers advertisers the potential reach of Maxis’ customer base.
To join Maxis myDeals and receive free shopping deals and offers using the location-based advertising service, customers need only send an SMS with the keyword JOIN to 8001, or visit http://www.mydeals.com.my/.
Meanwhile, advertisers keen to explore the potential of Location-based Advertising can send an enquiry to [email protected].
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