Wedding Crashers

8. Brand Experience & Activation Kancils [8.12 Creative Effectiveness: Brand Experience & Activation]

Links:

Product/Service:

Telecommunication

Client:

Unifi

Brief:

Weekly downloads of the newly relaunched Unifi TV app 2.0 were stagnating. Despite Unifi’s solid reputation as Malaysia’s go-to for internet, convincing people to download yet another streaming app required more than features — it needed a moment. In Malaysia, nothing sparks nationwide buzz quite like a celebrity wedding. They’re not just private milestones; they’re cultural events. Everyone wants to see the details, the dresses, the drama — and no one wants to be left out of the conversation. So when Unifi’s brand ambassador, Fattah Amin, was rumoured to be getting married, we saw more than a headline — we saw the opportunity to turn a personal celebration into a national experience.

Solution:

"“Wedding Crashers” — When Malaysia Got an Invite We transformed Fattah Amin’s wedding into a shared national experience. By securing exclusive streaming rights through Unifi TV, we invited all of Malaysia to “crash” the celebration — turning love and connection into unmissable entertainment. The campaign unfolded in three phases: The Engagement: Playful social content — prank videos, couple challenges, and creator collabs — sparked buzz, while billboards and TikTok Lives kept fans guessing. The Build-Up: A new song, “Rasa & Takdir,” by Amira and Irfan, built emotional momentum. Fattah’s surprise press-conference appearance announcing the 8th September wedding date made headlines. The Main Event: The big day streamed exclusively on Unifi TV, making Malaysians feel like invited guests to the country’s most talked-about wedding. Through one love story, Unifi TV turned connection into culture — and downloads into shared emotion.

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