Maxis launches location-based advertising service, pushes deals to customers via SMS


Maxis has announced a new service for brands and advertisers called Maxis Location-based Advertising (LBA). The new location- and time-based service enables advertisers to target Maxis myDeals customers based on demographic profile and location.

Maxis and Hotlink customers who subscriber to myDeals will enjoy customised offers each time they walk into an outlet where Maxis’ LBA is available. LBA will detect the presence of the customer and send them a promotional offer.

The LBA service is now available in over 15 participating shopping destinations, including popular malls like Mid Valley Megamall, 1 Utama, Sunway Pyramind, KLCC, Pavilion and The Curve, as well as other shopping attractions like KLIA, LCCT and Genting Highlands. The service will expand to over 25 destinations nationwide by year end.

The platform is expected to empower small & medium-sized companies (SME) to enhance brand visibility and targeted marketing efforts.

The new service has already stirred interest of advertisers from the financial, tech and FMCG industries, with 21 brands signing up as launch partners. Some notable brands include 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.

Happy customers with free movie tickets

In conjunction with the launch of the new service at TGV 1 Utama, Maxis surprised 200 customers with free movie passes. Customers who visited 1 Utama were pushed an SMS with the offer, and they redeemed their movie passes by flashing the SMS at a special counter set up for the event.

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Maxis launched the customer rewards program myDeals in 2011 and has since seen membership rise to 4 million to date. In 2012, Maxis launched Best Integrated Go-To-Market (B.I.G) Media which offers one of the largest and most effective ready in Malaysia. The location-based advertising service is now a key service within this integrated platform that includes others services such as myDeals, MYLAUNCHPAD, text alerts and mobile banners.

Maxis’ LBA is an opt-in service and is free to subscribe. All customers need to do is send an SMS with the keyword “JOIN” to 8001, or visit


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