Lion & Lion Spearheads U Mobile’s Social Media Transformation Towards 5G Leadership

By The Malketeer

In a bold move to fortify its digital presence and solidify its stance as Malaysia’s premier 5G network provider, U Mobile has appointed Lion & Lion, as its digital agency partner.

This collaboration heralds a new era for U Mobile as it endeavours to further expand its brand outreach and captivate a wider audience in 2024.

Bernard Lee, U Mobile’s Head of Brand and Marketing Services, expressed his excitement about the partnership, emphasising the need for fresh insights and dynamic strategies in the rapidly evolving market.

He added that Lion & Lion emerged as the ideal partner, showcasing remarkable enthusiasm and media-agnostic creativity, aligning perfectly with U Mobile’s vision for growth.

With Lion & Lion at the helm, U Mobile is set to unleash a series of captivating digital campaigns across prominent social platforms like Instagram, TikTok, and Facebook.

Transformative Potential of 5G Technology

These campaigns are meticulously crafted to enhance the perception of U Mobile’s network quality and the transformative potential of 5G technology.

Lee highlighted the collaborative nature of this journey, aiming to showcase U Mobile’s dedication to customer satisfaction while reinforcing its national standing as a leading telco.

Ham Maghazeh, Group Director of Social Media at Lion & Lion, echoed Lee’s sentiments, expressing enthusiasm for the partnership and the opportunities presented by 5G technology.

He reiterated the importance of leveraging U Mobile’s iconic status to shape innovative social experiences that resonate with Malaysian consumers.

Since the inception of the partnership, Lion & Lion has orchestrated several impactful campaigns, leveraging collaborations with local influencers, content creators, and entertainment partners to create compelling social narratives.

Notable initiatives such as “#MovingTraditionsForward” for Chinese New Year and amplification for Warner Bros. Malaysia’s blockbuster releases underscore the agency’s commitment to creativity and strategic partnership.

Navigating Cultural Nuances and Driving Conversions

Claudia Low, Creative Director at Lion & Lion, stressed on the agency’s mission to foster meaningful engagement and create lasting impressions through innovative content.

She highlighted the role of creativity in showcasing U Mobile’s 5G capabilities, positioning the brand for unparalleled success in the competitive telecommunications landscape.

Lion & Lion’s Social IntelliSync initiative underscores its commitment to providing brands with actionable insights derived from social data. This strategic approach aims to empower U Mobile with the agility to navigate cultural nuances and drive conversions effectively across diverse markets in the Asia-Pacific region.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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