MOBILE operator Maxis Communications Berhad (Maxis) launched the Hotlink brand Refresh, in an exercise to integrate the two leading brands within a more comprehensive corporate identity.
Maxis also unveiled Hotlink’s new logo by Maxis chief marketing officer Matthew Willsher.
Willsher said the Maxis brand was launched in 1995 while the Hotlink four years later in 1999.
He said Maxis had been traditionally associated with postpaid activities, while Hotlink had been linked to prepaid.
“The brand refresh exercise will enable us to achieve a consistent brand image across Maxis and Hotlink,” said Willsher.
Fresh: Willsher (left) with the Hotlink team at the launch “This improved synergy will further elevate our brand equity, as we journey towards a new beginning in brand expression.
“The integration will be achieved thorough a shared corporate identity and embedding elements of the Maxis logo into the Hotlink logo,” he said.
The new campaign is about bringing the brand values to life in a way that is youthful, refreshing and vibrant.
Hotlink’s campaign revolves around the brand promise of “There’s always more with Hotlink”, which captures the essence of Maxis’ customer offerings.
He also said Hotlink had reinforced its leadership position by continuously exceeding customers’ expectations in the pillars of voice and SMS, music, games, rewards and mobile Internet.
In creating the Hotlink advertising campaign from the television campaign to the composition of the soundtrack, Maxis pulled in local talent composer Audi Mok.
Mok had won the Prime Minister’s award for his 1Malaysia song composition, Satu Malaysia.
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