Maxis drops shoppable Raya ad to help local SMEs shine in eCommerce push

Maxis's latest Raya film weaves in shoppable ad features in an effort to spotlight local micro-entrepreneurs to help them unlock their rezeki (income) potential through eCommerce. The web and TV film turns a typical video into a shopping catalogue for entrepreneurs to promote and sell their products, and is part of a campaign done in collaboration with Shopee Malaysia.

Head of brand and marketing Tai Kam Leong said during a virtual press conference that the team leveraged shopping features on Facebook and Instagram that allow consumers to watch the campaign while scrolling through the carousel of products featured in the films at the same time. More than 40 different SMEs are featured in the film and consumers can choose from over 3,000 products - from food, fashion and makeup to home decor as well as arts and craft.

While Tai was unable to comment on the monetary investment and expected ROI of the campaign, he said the campaign "really is not about [Maxis]". Instead, it is about Malaysians and small businesses in the country. "Shopee has been an invaluable partner. We had a very short period of production and development to get here but we are very happy to get to where we are, driven by the commitment we have to deliver for Malaysians and Malaysian businesses. We hope to deliver immeasurable value for the community at large," he explained.

When asked how the campaign ties back to Maxis' brand purpose, Tai explained that it aligns with its commitment to enable all Malaysians, businesses and the community at large to be able to use technology and stay ahead.

Meanwhile, head of Shopee Mall Malaysia Kenneth Soh said during the press conference that the company wants to help unlock growth opportunities for local entrepreneurs, especially private sellers who have been impacted during the pandemic. "Maxis also shares the same vision as us and that is bringing the best of technology to help businesses get ahead," he added. According to Soh, the joint effort will help local entrepreneurs, particularly B40 entrepreneurs by giving them the opportunity to gain exposure and sales.

Maxis has been consistent with its efforts in assisting local entrepreneurs. It recently launched eKelas Usahawan, a structured digital marketing programme to empower women entrepreneurs in rural communities to develop a stronger digital presence. Additionally, it is also enabling SMEs that apply for the SME Digitalisation Grant through Maxis to choose from a range of connectivity and digital solutions to accelerate their digital aspirations.