This new multi-platform mobile application for free calling and messaging, has appointed Bite Communications as its global agency of record. Bite will use insight-driven and integrated communications to help Maaii build on its significant early momentum. It earned the business through a multiagency competitive pitch that involved a number of international digital and social marketing firms. According to Chris Lewis, Vice President at Maaii, Bite was selected because of its integrated proposal comprising digital, social and public relations communications components.
Bite’s work is being led from Hong Kong with support from a global team spanning Asia Pacific, EMEA and North America. The campaign includes global social media influencer outreach and Facebook marketing as well as traditional media relations, including launches at Mobile World Congress in Barcelona and the landmark South By Southwest Festival in Austin, Texas. To date, the app has seen superb initial traction with consistent top five social networking category rankings in app stores worldwide. The Android version is currently in closed beta and will hit the stores shortly.
“Smartphone communications apps are an extremely competitive market with everyone fighting to stand out. Our central task is to articulate Maaii’s unique proposition that combines reliable, global reach with seamless social media integration, and an unbeatable “zero” price point,” said Paul Mottram, Executive Vice President, Asia Pacific, Bite Communications. “Maaii’s straightforward, results-driven approach matches Bite’s philosophy exactly.”