People Not Performance '“ Humanising U Mobile's 5G Network
8. Brand Experience & Activation Kancils [8.8 Best small-scale brand experience & activation campaign]
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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. With a budget under RM100,000, we needed more than just claims of network superiority to shift perceptions.
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. With over 9 million views, we proved that small-scale activations can create a powerful brand experience.
