U Max Nike AF1
8. Brand Experience & Activation Kancils [8.11 Innovation in Brand Experience & Activation]
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Links:
Product/Service:
Telecommunication
Client:
U Mobile
Brief:
For Gen Z, telcos had become background noise, living quietly in the corner of their screens. So instead of trying to get into their phones, we went for their fits. But let’s be real. Who in the world would ever want to wear a telco brand?
Solution:
Turning a telco into a label Gen Z would wearU Mobile flipped the telco playbook with the U Ultra Max Nike Air Force 1, a limited-edition sneaker that turned a telco signal bar into a fashion symbol. The ultimate reason for Gen Z to wear a telco logo and flex it. The Execution:The shoes dropped at Sneakerlah!, Malaysia’s biggest sneaker convention, not as an ad, but as a legit collab drop. Fans could even try it virtually through a 360° AR filter, letting anyone wear the kicks online before they hit the floor.
