Leo Burnett Kuala Lumpur
Maxis
Maxis
Memories are Chinese New Year’s most enduring gifts. But with 6.3% elderly Chinese Malaysians suffering from dementia and 261,000 Malaysians projected to suffer from dementia by 2030 (Alzheimer’s Disease Foundation Malaysia, 2016), the joy of these memories are lost for a growing number of Malaysians. Coping with dementia is also stressful for the families.One of the time-tested dementia management therapies is reminiscence therapy. It uses nostalgic photos and videos to trigger memory recall. But it often relies on generic content in a trial-and-error, one-to-one process. And, patients can’t always communicate what triggers their recollection better.Beyond just launching a film during this Malaysian advertising “super bowl”, Maxis wanted to create a meaningful solution using what they know best. So, we asked: what if data analytics could make reminiscence therapy smarter, personalised and more accessible?
Working with renowned experts in the field like the Alzheimer’s Disease Foundation of Malaysia, Dr. Joseph Guan (Neurotherapist), Dr. Rizah Mazzuin (Head of Geriatric Unit, Hospital Kuala Lumpur), Dr. Ungku Ameen (Head of Geriatric Unit, Hospital Tengku Ampuan Rahimah), we tested and developed two solutions with data at the core. The first, RE:collection, is a mobile app that lets families share personalised photo and video memory triggers through an elderly-friendly interface, then uses smart analytics to understand and recommend the most effective content and topics. The second, Unforgettable Memory Band, is a wearable headband that senses brainwave responses to conversations and content to learn what triggers memory recall (and if it is a pleasant or unsettling memory), allowing caregivers to adapt their content or conversation in real-time.In just a few weeks, generating 19.5 million impressions on YouTube and Facebook and 26 million media reach. More importantly, it help
Executive Creative Director: Emir Shafri
Creative Director (Content Social): Lay Jian-Yi
Creative Group Head (Art): Chan Sze Mei
Copywriters: Hana Sudrajat, Emir Shafri
Art Directors: Deebben Subramaniam, Amirra Razak, Chan Sze Mei
Chinese Language Copywriters: Poon See Han, Peisien Lee, Sylvia Ng
Account Lead, OPTM: Munas Van Boostra
Account Management: Sharon Tan, Charmayne Anthony, Jennifer Liew
Digital: Gillian Chow, Syahmi Aljufry
AV Producer: Phoenix Tham
Technology Partner: Ministry XR
UX Director: Ivan Gerard Khoo
CTO: Dr. Andrew Yew
Lead Engineer: Asyran Amin
Client Relationship Manager: Fay Lee
Head of Brand Marketing, Maxis: Tai Kam Leong
Marketing Communications, Maxis: Benjamin Woo, June Gan, Adeline Chong, Chryssa Lai
