U Mobile partners up with TBWA for its Giler Unlimited Plan
U Mobile has launched a new campaign introducing its most disruptive mobile plan to date – a combination of unlimited data with an amazingly low price of RM30 and flexibility to choose either prepaid or postpaid.
To communicate how crazy this deal is, U Mobile partnered with TBWA\Kuala Lumpur to create an equally outlandish creative idea to promote it – The Giler Unlimited Plan.
“The team wanted to create a campaign that would make people ask, ‘What were they on when they created it?’ That set the tone for how giler our visuals and copy had to be at all touchpoints.” Hex Ng, Creative Group Head at TBWA\Kuala Lumpur.
Just like the combination of unlimited data with an extremely low price, the campaign combined a multitude of things no one ever thought would fit together, creating crazy creatures as the base of the Giler Unlimited collaterals.
The most popular things from the internet were chosen, for example the Avopenguin – a combination of the Avocado, the millennial craze and most searched for ingredient on recipe sites, and the penguin, one of the most meme-ed animals. Others include Laser Llama, Mergorilla, Skater Shark, and Melonmingo.
These characters also inspired the Giler Unlimited song. With silly lyrics and a catchy sing-a- long tune, it was crafted to be memorable whilst highlighting all the crazy things you could do with unlimited data.
“We have to applaud the clients for being brave enough to go ahead with this giler direction. Who else would put a Laser Llama and Pew Pew Pew in their print ad?” Zachery Inri, Senior Brand Director at TBWA\Kuala Lumpur.