MALAYSIA – Global brand and customer experience agency VMLY&R Malaysia has launched a new campaign for Telekom Malaysia’s (TM) Unifi offerings, which includes the creation of an adorable fluffy influencer named Yunni.
The larger-than-life fluffy mascot personifies Unifi’s new convergence package which brings together fixed broadband, mobile, and lifestyle services, removing the customer’s pain and frustration of store-hopping to various suppliers to get everything they need at a reasonable price.
The campaign features a single-minded message: “0% Geram, 100% Ngam,” which translates to “0% anger, 100% perfect,” reflecting Unifi’s insight that finding a single telco in Malaysia to fulfill all of a customer’s digital lifestyle needs can be a complex and frustrating task. It’s also Yunni’s motto, emphasizing just how perfect it is to consolidate all these services, maximizing savings, and reducing geram (frustration.)
Spanning TVC, digital films, OOH/DOOH, programmatic banners, social, on-ground activation, BTL, and in-store, the campaign has already generated a high number of subscriptions for Unifi’s convergence offerings. Due to the popularity of Yunni, the company’s plans to expand into mascot merchandise are underway.
Andrew Pinto, Head of Brand and Marketing at TM, said, “This convergence campaign from Unifi, offers a first-of-its-kind package, which brings together fixed broadband, mobile and lifestyle services into one game-changing offering. Unifi aims to provide an all-in-one solution offering more value for money and an elevated customer experience, to become a one-stop center.”
“VMLY&R worked with us to develop and execute a campaign that would communicate our new convergence plan in a way that would stand out and resonate with the market’s needs. Yunni is proving incredibly popular – and the results already speak for themselves,” he added.
Victoria Chu, Head of Client Engagement, VMLY&R Malaysia, said, “The success of this campaign stems from our strong partnership with the Unifi marketing team, who wholeheartedly believed in our capabilities and provided us with unwavering support. They entrusted us with the responsibility to spearhead one of the most significant campaigns of the year. This achievement marks just the beginning of our collaborative efforts, and we foresee further expansions on the horizon.”
Unifi is the country’s only true quad-play convergence services provider, which offers comprehensive fixed broadband and voice, mobile, lifestyle services, and business solutions in Malaysia. VMLY&R is the appointed creative lead agency on retainer for Unifi’s convergence and business products.
