Own the Night
8. Brand Experience & Activation Kancils [8.3 Best use of events & live experiences]
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Links:
Product/Service:
Uni5G
Client:
Unifi Mobile
Brief:
We were tasked to launch Uni5g and in turn, give Unifi Mobile a refresh as they looked to shed their old school tag and engage the next generation with an authentic brand voice that mirrors their personality.
Solution:
Our strategy was led by Gen Z's data usage, which peaked at night. During the day, they 'connect to live' - doing what's needed to survive the hustle culture. At night they 'live to connect', pursuing their true passion, purpose and interests. Own the Night is a campaign that came to life after sunset, in the dark. We created three immersive experiences enabled by 5G, and connected these creatures of the night to what really mattered to them. Each event showed a 5G benefit - a glow-in-the-dark mural revealed hidden colours through different smartphone lenses. A silent disco created all the buzz without the noise using spatial surround sound. And Mamaks turned into esports battles with a new mission dropping on Mobile Legends at sunset.
