People Not Performance '“ Humanising U Mobile's 5G Network
6. Digital Experience Kancils [6.8 Best use of content marketing]
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Links:
https://youtu.be/c-ksAqrv26c?si=9gmx5CyTjImAZddU
Product/Service:
Mobile Telecommunications
Client:
U Mobile
Brief:
As the reigning King of Value, U Mobile sought to attract high ARPU (Average Revenue Per User) subscribers while addressing lingering perceptions about its network reliability, particularly outside urban areas. Simply stating network superiority wasn't enough.
Solution:
We partnered with travel vlogger Bangkenteng, turning him into a 'human' network tester to showcase U Mobile's 5G capabilities in rural areas. His camping-themed videos tapped into the popular "healing" trend, highlighting real-life applications of our network in a timely and relevant way. The content four 30-minute YouTube videos was amplified through short clips, influencer engagement, social, video ads, and transportation OOH, proving that true network superiority lies not in technical specs but in the human connections they enable.
