THE KAX
For the 2014 World Cup, Xpax introduced a series of plushie called The Kax. To generate interest and buzz, a kids react video was seeded out on social media prior to the launch.
Fake eBay, Mudah and Lelong pages for The Kax were also created to add to the frenzy. Then The Kax was introduced to the world - each with their own unique name and personalities - via short videos that were placed on YouTube and Instagram.
The hashtag #KAX was created and used by Xpax's Key Opinion Leaders (KOLs) on all social media platforms, but it soon picked up and spread like wildfire to the likes of local celebrity and new-found fans.
As a result, Malaysians became Kax-crazy overnight and The Kax was saught after at all Xpax Kax redemption counters!
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