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2021 | |

Spelling out V-A-G-I-N-A from A – Z

Advertiser: Vinda Malaysia
Brand: Libresse
Creative Agency: Havas Immerse & InvictusBlue Group
Credits: -

Objective & Challenge
When it comes to health, every part of our body matters to Malaysians, except the vagina and vulva. For cultural and religion sensitive purposes, women have been restricted to talk about their own body health in the vzone area for all their lives. “You can learn it in school, don’t need to scream about it on social media” is what some people have said about women’s vagina health education. While only the first part of that sentence is true, most girls get their periods at the age of 11. Biology teaches kids of reproductive system in secondary school. 11yearold girls wouldn’t even know why blood is running down their legs in the middle of a school day, with the boys panicking that she’s going to die. It is a general insight that most girls only know what they were told to wear and what to speak about when they’re young, and never question more. This is why Libresse and team wanted to start this movement, knowing many girls follow Libresse on Instagram & Facebook, Libresse wanted to take on the social responsibility to help girls understand what is happening to their body, and not be ashamed to ask what’s best for their vzone.

Insight & Strategy
Vagina. If saying the word makes you even slightly uncomfortable, then you are not alone. A survey conducted by Libresse also found that almost four out of ten women feel uncomfortable using the word ‘vagina’ in conversations, even when it’s purely for education and health purposes. The shying away from a biological anatomy has also resulted in significant educational impact. Our survey shows that over 69% of Malaysian women have mistakenly identified a diagram of a woman’s reproductive system. Furthermore, over 63% of them have not seen or do not know what a vulva was! When pressed on, over 70% of Malaysian females agree say that despite the (minimal) education received in public high school, it is absolutely necessary to have more public conversations and education about a woman’s genitals. 69% of Malaysian females agree say that despite the education received in public high school, it is absolutely necessary to have more public conversations and education about a woman’s genitals. Speaking about it can help them find their own way towards getting the right products for their vzone as well. With the help of Consultant Obstetrician and Gynaecologist Dr Patricia Lim SuLyn, Libresse Malaysia lead the femcare industry into a movement to normalize talking about our general vagina & vulva health

Execution
As an echo to the Know Your V campaign with the taboo breaking video that created conversation, we made the effort to talk the talk and walk the walk by amplifying the content through social content and an educational boardgame. A – Z was the initiative to educate women across Malaysia with easy and interactive IG Story, pinned to the Libresse profile for the audience and Libresse fans to browse through on their own time. Each letter represented an item off the checklist of vaginal health care and how to properly care for a female’s body. 24 IG Stories lead to subsequent related posts and PWP merchandise that reflects the voice of Libresse. Together with the rollout of educational engagement surrounding VZone awareness, the campaign introduces ‘The V Game’. This firstever, interactive boardgame was given away through puberty talk programs in schools, via social media and instore activities. Set to trigger VZone conversations among women of all ages, participants can roleplay in everyday situations that women face, from dealing with their monthly period to talking about VZone health. The game guides players and provides solutions that resolve these situations, while offering facts on how women can care for and love themselves, including appropriate care for the delicate VZone. Aside from the digital, social media and onground initiatives, we opened up the vagina talk to selected schools as part of a longstanding initiative to share knowledge about puberty, periods and VZone care among girls aged 10 years and above. Since 2014, the Libresse school campaigns have reached more than 605,000 students nationwide.

Effectiveness
From April to August (campaign period), we saw: An increase of 0.90% number of fans on Facebook in comparison to average 0.09% from Jan – March. An increase of 82% number of followers on Instagram in comparison to average 80% from Jan – March. From brand lift survey conducted with the 15sec video on YouTube: There was a total of 15,795 responders. Baseline positive response rate shows 67% of those who did not see Libresse ad are aware of the brand: considered quite high compared to industry benchmark of 40%. Despite having high baseline positive response rate, the overall Headroom Lift was 7.4%, best compared to industry benchmark of 4.9%. This means that the campaign has helped Libresse get close to the maximum number of positive responses from users who saw the ad. By amplifying the message from the video to actual education on social media & offline, it did not only result in an increase of Libresse ever usage from 58% to 88% from Q1 2020 to Q3 2020, it also helped reduce the gap between ever usage of Kotex in comparison to Libresse where Q1 had a gap of 16% and after the campaign, the gap became 5%. In terms of social presence, we saw: IG fan base grew 68% (3,044), since launching Know Your V from AZ IG Stories “The V Game” board game became the highest engaged post on Libresse social page with more than 39,746 views and 30% engagement rate, higher than average 7 – 9% engagement rate in Q4 2019 to Q1 2020 before the Know Your V campaign. We saw that there was a high retention rate for the social A – Z social branded content at average 73% and a 100% positive feedbacks for A – Z IGS series.

2021 | |

Unifi: Connecting 198,000 buyers & sellers during Ramadan-Raya

Advertiser: Telekom Malaysia
Brand: unifi
Creative Agency: Grey Malaysia
Credits: -

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Objective & Challenge
In March 2020, Malaysians started preparing for April’s RamadanRaya. For over 100,000 Ramadan traders across the country, it is the most lucrative occasion because the profits earned during the month are enough to sustain businesses for the rest of the year1. However, on 18th March, to contain the spread of COVID19, the government announced a Movement Control Order (MCO) that included a ban on Ramadan bazaars and the closure of all nonessential businesses. Our challenge: In a drastic situation which required drastic measures, how could unifi become the bridge between consumers (buyers) and micro seller, social sellers and cottage industries to keep the economy alive during RamadanRaya. We soon found out that an important core of Ramadan would be missing. To celebrants, the hunt for the perfect buka puasa delicacies, the ideal baju Raya, and festive décor, would all be taken away by MCO. As for businesses that were unable to operate, they’d incur an estimated 70%* loss in income.

Insight & Strategy
Firstly, we sought to understand what would change for Muslims during a pandemic affected RamadanRaya: Small businesses and petty traders needed visibility to drive demand and grow. Small businesses are knowledgeable about their craft, but struggle when it comes to marketing themselves. 76% of small businesses felt the most important way to grow their business was to increase their digital presence.1 and they had the bare minimum of WhatsApp and social media as a means to transact with customers. However, unlike their big business counterparts, small businesses were not digital savvy to promote their business, let alone set up a new channel for sales. Muslim consumers: Families separated; traditions interrupted: Lockdown resulted in families being separated. Which meant traditions that shape the spirit of the season would have to be paused. Mosque Closures: Without the mosque or their community, Muslim consumers would need to find alternatives to keep their faith strong and to connect to God, as an individual. Therefore, there would be no more spiritual guidance from the congregation physically, which would lead to a greater feeling of isolation. A simpler RamadanRaya: No more massive iftar feast, no more family buka puasa, no more sedondon Raya. The tension: Celebrants were left feeling overwhelmed with uncertainty and frustration without knowing how to deal with the unfamiliarity of the occasion Our solution: Being true to unifi’s purpose as a technology and connectivity enabler, we needed to inspire isolated individuals and help SMEs make the best of lockdown. So, we created 2 solutions to ensure that #RamadanTetapRamadanRayaTetapRaya (despite challenges, the spirit of RamadanRaya will always remain): 1) SME & Petty Traders: We created an ‘online marketplace’, bringing buyers and sellers together to help local businesses gain visibility and grow. 2) Consumers: We transformed unifi from a ‘broadband provider’ to a ‘virtual content platform’ to help isolated individuals connect with the essence of RamadanRaya.

Execution
For SME and Petty Traders, we created a marketplace: [email protected] The first step was to leverage on unifi customers base by connecting 2.5 million Malaysians with businesses who sell products during RamadanRaya. The agency recommended and created [email protected]: A platform conceptualized from drawing board to launch within 2weeks prior to Ramadan. From inception, we decided to create a new platform from scratch, rather than an off the shelf solution. So, we brought together our agency team of experts, which included website developers, UI/UX designers, and an eCommerce strategist to build a marketplace that could accommodate multiple sellers. [email protected], materialized into an SME finder/ecatalogue that connected consumers and businesses for RamadanRaya essentials. This far transcended the usual, cold “catalogue” type approach (i.e. YellowPages), as we created a vibrant community of homegrown sellers and homebound buyers. Why is [email protected] different from all other ecommerce platforms? a) We provided offline to online migration support Since we created [email protected] from scratch, we sourced for SMEs and petty traders across 6 Raya essential categories (food/fashion/home & living/health & beauty/hobbies/arts & crafts) and onboarded them directly to our platform. We provided technical guidance to handhold SMEs throughout the online migration process and created simple educational steps to enable transactions through their social platforms (i.e. Facebook/Instagram/WhatsApp). We also curated engaging, entertaining content weekly (e.g. advice on choosing the perfect baju raya or a guide to best place to find raya kuih) and played matchmaker by connecting customers to sellers by interest and geolocation. b) We provided visibility and exposure at no costs We promoted [email protected] to consumers and drove traffic to the site. As for the SMEs, we provided advertising support. We got SMEs to submit their inspiring business stories, in their preferred dialect, and weekly winners were entitled to use unifi’s FacebookLive channel, unified and AstroAwani to promote their products at NO cost. Two grand prize winners were then selected and featured on AstroAwani for a ‘live’ interview on air. For consumers, we developed a virtual content platform a) We created a community. We amplified the spirit of RamadanRaya throughout the festive period by curating engaging content twice daily to drive lead generation for [email protected] sellers. These Virtual Sessions were anchored by 20 popular influencers from media (RadinAmar), entertainment (DianaDanielle), music (SamBunkface), and religion (Mawi) who kept up the festive spirit despite pandemic challenges. It all added up to a vibrant, interactive, and authentic community that gave a big voice to small businesses.

Effectiveness
Media’s impacts on: 1. SMES
• SME acquisition: The agency team acquired 2000 listings on [email protected] • unifi’s SME customer acquisition growth rate increased by 17% in two months 2. Consumers
• The content platform drove 211,693 visitors to [email protected], of whom 75% were new. 3. unifi business
• Organic sales: 13,600 new plans sold (unifi RM59 SME mobile plan), 11% higher than our KPI.
• Achieved a Media ROI of 3.17 based on a spend of RM1.1M, with a cost savings of RM2.5M
• KOL postings throughout the unifi RamadanRaya Campaign generated 829K views, 3.4x more views then initially planned
• CostPerCompletedView (CPCV) for video assets was RM0.06, 88% lower than the benchmark (RM0.50). 4. unfi brand We received excellent PR coverage (media value of RM1.5M) from various media, e.g. from Astro Awani, plus testimonials from grateful SME owners.

2021 | |

Kepci Kitchen

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: Reprise
Credits: -

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Objective & Challenge
During MCO, a time when Malaysians couldn’t step out of their homes, food delivery became the new big thing and the biggest source of business for restaurants. While KFC is the leader in the QSR category, McDonald’s rules the roost when it comes to delivery. This was because food delivery was driven primarily by young adults and McDonald’s was more popular with Young Adults. So when an entire country chose to cook at home, or when they chose food delivery, choose McDonald’s…. how could KFC sustain their business and delivery growth during MCO? So, we needed to (i) Make more people order KFC Delivery (ii) Make KFC more popular in the Delivery Market (iii) Get teens & young adults to switch to KFC

Insight & Strategy
We realized that we couldn’t convince such a large segment to change their minds, nor take on a mammoth enemy like home cooking. However, we observed an interesting trend around us. More and more of social media was devoted to “Lockdown Cooking”. Everyone was keen on showing their innovative results in kitchens – be it Dalgona coffee or sourdough bread! As millions of people were deprived of doing their regular jobs, they felt useless and nonproductive. That’s where the kitchen came in! A period of nonproductivity had become a time for creativity. KITCHEN CREATIVITY was providing millions of people a way to feel productive, purposeful and fulfilled during MCO. We realized that everyone was excited to create – and not order fully finished meals from outside. So, we asked ourselves: how could we contribute in this game of Kitchen Creativity? Our strategy is to repurpose our product from a fully prepared meal into an INGREDIENT to combat Malaysia’s newfound desire for home meals. We found a way to create new occasions and new ways of consuming KFC! KEPCI KITCHEN, Turning every Malaysian kitchen into a KFC kitchen.

Execution
Our premise was simple: Encourage Malaysians to order KFC Delivery by showing them how to use their KFC favourites more creatively through simpletomake recipes for the family, and menu hacks for teens & young adults. The Launch: Introducing The KEPCI KITCHEN Instagram Stories Cookbook. We kicked off the campaign with the launch of our first six recipes that catered directly to the different MCO personalities, namely “the lazy onepot cooks all chef”, “the enlightened health & fitness junkie”, ” the gamer, the Netflix binger”, ” the one that misses the mamak”, “the one that misses the warung” and “the one that misses ‘atas’ western joints”. All recipes were uploaded onto our Instagram account, and stored in our highlights bar to create a digital cookbook shelf where Malaysians could browse and screencap our recipes, just like a real cookbook! From the getgo, we ensured that all recipes were easy to make with accessible and simple ingredients (due to MCO restrictions) while also championing our core favourites. Amplification: Selfmade, Selftaught Instagram Chefs. We worked with Instagram chefs & foodies to create a new set of recipes that were broken down into three categories: Big eats (56 pax, family sharing), Mid eats (23 pax) and individual eats. This was to ensure that our two key audience groups could relate to our diverse body of recipes, providing an endless stream of ideas to remix their KFC orders. The selection of influencers was carefully selected to appeal to our audience. Each of their postings had a clear CTA to purchase products featured and promoted our free delivery code. Reaching a wider audiences on TV To extend reach to our core audience and align with the increase in TV viewership in April, we embarked on a fourepisode sponsorship with TV3 program “Dari Dapur Saya Ke Dapur Anda”. All episodes were also uploaded on TV3’s YouTube, Instagram and Facebook page which broadcasted the series to a collective base of 8 million social followers & subscribers. The cooking show was led by celebrity Sharifah Shahirah where she cooked up four Ramadan recipes: Tauhu Begedil Kepci, Bubur Lambuk, Murtabak Ayam Kepci and Nasi Ayam Ori Kepci. Thus, not only did we repurpose our product, but we also found an innovative way to ride on Malaysia’s desire to cook at home!

Effectiveness
Our crusade to turn every Malaysian kitchen into a KEPCI KITCHEN exceeded our expectations! Objective #1: Make more people order KFC Delivery: RESULT1: We overshot our targets by a mile! Our incidence grew 15x from 2 to 30, and volume share grew 11X from 2 to 23! Objective #2: Make KFC more popular in the Delivery Market RESULT2: “Brand Ever Used” grew from 26 to 43, and “Most Often Brand” grew from 5 TO 9! Objective #3: Get teens & young adults to switch to KFC RESULT3: Teens visitations increased by +19%. A similar trend observed amongst Young adults which grew by +24% for KFC

2021 | |

How KFC’s #1 fan Mat Ayam charmed millions

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: Reprise
Credits: -

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Objective & Challenge
With food & beverage competition and competitors coming up fast, business was affected. Hence, slow decline in visitations from December onwards, while the sharpest drop came from their heavy users which dropped by 1.2 points. It was crucial for the brand to arrest this decline and retain their core loyalists. This set the stage for a challenging and highly competitive first quarter with all Quick Service brands clamoring to woo consumers in a space where brand loyalty is almost absent. Our first objective is to increase brand share amongst teens & maintain brand share amongst young adults in Q1 2019. Secondly, to increase total base store visitations in Q1 2019 by +4%.

Insight & Strategy
KFC needed to approach this campaign differently. The marketplace was changing, audiences were shifting, and relevancy was fast eroding. It needed cultural relevance. There was one undeniable fact – Malaysians loved fried chicken (or “Kepci” as they affectionally called it). The brand was always in their hearts, but simply did not register in the consideration set. KFC had a winning product and currency that was unmistakably local. The only missing part of the puzzle was the emotional connection between KFC and its fickle audience. If there’s anything young adults love more than fried chicken – its celebrities. Their fascination and infatuation over the lives of the rich and famous encompassed all aspects of pop culture – music, fashion, movies. Our strategy is to create a targeted and authentic brand channel to engage with an audience who connect best with trend driven communication. Hence, we introduced, Mat Ayam Free, a KFC fanboy who jet fueled to fame and talkability by living on other celebrities’ Instagram pages, while shamelessly promoting KFC’s Colonel Month promotion

Execution
First, KFC found their #1 fan and plugged him into the world’s biggest celebrity universe: Instagram It was no secret that Instagram was a hugely popular medium amongst the target audience and was a key a platform for staying abreast with the latest in entertainment and pop culture world. KFC needed to ensure that Mat Ayam Free was the epicenter of that universe. He was not your conventional “influencer” – he was strikingly average yet charming. He mirrored the mass and did not uphold unattainable beauty standards so often touted by today’s influencers. Most importantly, he personified the brand’s key traits – downtoearth and original. A character who espoused KFC’s lovable jester spirit and likeability that would resonate with our target audience. So he photoshopped himself into the photos of influential celebrities and on his own pictureperfect “grammable” moments. Each of the celebrities were carefully curated for their influence in different pop culture cross sections like music, fashion and Malay entertainment.
• Ridduan TTFGA Ismail – Fashion and street photographer, renowned taste maker in the local fashion scene. • Joe Flizzow – Rapper and music producer credited for putting Malaysian hiphop on the global map. Winner of the Best Southeast Asia Act Award at the MTV Europe Music Awards 2018.
• Zizan Razak – Film star who starred in multiple local box office hits and reality programs, including “KL Gangster”, the first Malaysianmade film to reach the collection point of USD3.3 million in local cinemas.
• Scha Alyahya – Malaysian model, actress and TV host who doubles up as an Instagram style icon. Crowned as Malaysia’s most stylish woman by Malaysia Tatler Magazine in 2018.
• Syafiq Kyle, Mira Filzah, Hael Husaini – Up and coming actors, regularly featured on the back pages of gossip columns and local entertainment blogs.
Through hijacking and tagging celebrities, Mat Ayam Free sent conversations to overdrive. The cookie cutter approach of paying influencers to write glowing (and often heavily scripted) reviews of KFC’s promotions would not work this time around. Instead of deploying dated tactics, KFC engineered each of the celebrities to reshare Mat Ayam Free’s images on their own feeds. This broadcasted Mat Ayam Free’s hijacks to an audience of 20.3 million followers, which was the accumulated fan base of all engaged influencers. And lastly, we placed Mat Ayam in Bintang Bersama Bintang, a local variety to show on TV3, and videobombed the live telecast holding a sign which read: ‘Aku dapat ayam free kat Kepci’ (I got free chicken at KFC). It was a bold plug for KFC’s Colonel’s Month promotion which broadcasted the soontobe viral star across 28 million television sets locally. Mat Ayam Free was in some way a walking advertisement for the brand, yet totally unbranded at the same time. It was subtle way of promoting KFC’s Colonel Month promotion without explicitly mentioning any ties to the brand.

Effectiveness
Mat Ayam Free also become an overnight viral sensation. Mat Ayam Free’s account reached 2.5 million accounts with 6.6 million impressions. The engagement on his page was off the charts with a total of over 500K likes and 206K profile visits in the first 7 days of the campaign. KFC successfully increased brand share amongst teens (+4%) and young adults (+4%), exceeding the original targets by +2% and +1% respectively. During the same period, McDonalds lost teens while they levelled on young adults (0% growth). Total base store visitations increased by +12.6%, while McDonalds continued to see monthonmonth decline of 2%

2021 | |

Only U – How U Mobile Crowdsourced a Music Video to Launch Unlimited FUNZ

Advertiser: U Mobile
Brand: U Mobile
Creative Agency: TBWA
Credits: -

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Objective & Challenge
The Unlimited FUNZ Pack was introduced around July to August 2019 as a refresh to U Mobile’s Unlimited Power prepaid pack. As with any new product, we needed to build awareness quickly, but Unlimited FUNZ was launched in a challenging environment where the telco market was saturated and new launches were often received with strong negative sentiments from a cynical market accustomed to voicing their disenchantment on social media. To succeed, we had to not only introduce Unlimited FUNZ to the masses but do so in a way that would drive positive sentiments to combat the negativity accompanying the launch.

Insight & Strategy
As U Mobile’s prepaid subscribers mainly consist of young and trend–savvy digital citizens, the communications had to not only resonate with the prevailing zeitgeist, but also with the celebration of Malaysia’s National Month that coincides with the launch period, and ultimately National Day. We identified three pillars that resonate most with the Malaysian public when it comes to showing their Malaysian pride; the food, the culture, and the shared languages. The idea was to produce a feel– good music video in tandem with the brand’s current and trendy image. With this in mind, we created a cause and a medium for our audience to converge and be a part of something bigger than themselves. Hence, by weaving the message of the Malaysian spirit into a catchy tune and close–to–home storyline, Only U was born. To ensure Only U would resonate with our audience, we leveraged on a social listening tool to monitor conversations on social media and identify trends related to the three chosen pillars – food, culture, and shared languages. Besides identifying commonly used phrases and words like “bojio”, “macha” and the ubiquitous “lah”, there were also mainstays like nasi lemak and roti canai, among others. All these phrases had to be tastefully integrated into the song’s lyrics without losing all the beautiful context. The next step was to source the right musical talents who could elevate the song and at the same time represent personas relatable to our multicultural audience. To this end, we partnered with three young, new generation artists; Naim Daniel, Santesh Kumar and Priscilla Abby. The resulting music video was very light–hearted but relatable – three friends embarked on an epic road trip while experiencing the unique Malaysian touches like cendol, durian, and the neighbourhood ice cream man. All the niches were interspersed with popular digital activities, social media, mobile gaming and online streaming – the main offerings of Unlimited FUNZ. To invoke interest and further engagement from the music video’s audience, a question was prompted to them, “What makes Malaysia unique to U?” Each of the artists uploaded the video to their social platforms and asked the question to their fans. These comments were then compiled to create three additional acoustic jams that were performed by each artist as impromptu public performances. This not only allowed our audiences to engage further with the brand and artists, but to provide them an opportunity to put a part of themselves in the music that followed.

Execution
The campaign was launched in 4 phases, staggered in bursts of 2 weeks. Phase 1 (early August) was the launch of Only U music video (https://youtu.be/lMfM4vbVZ3Y) on U Mobile’s and artists’ social channels (YouTube, Facebook, Instagram, & Twitter) simultaneously – go–to social platforms of our target market. The call–out to the audience is to reply in a comment: “What makes Malaysians unique to U?” The comments were then compiled to create three acoustic tunes that would be performed by each artist in later stages. The song was also released digitally on Spotify by Sony Music – and even made it to Naim Daniel’s Top 6 ‘Popular’ playlist. From Phase 2 to Phase 4, the three unplugged versions of Only U were released in phases on the social channels of U Mobile and each artist. Each video featured the comments that inspired each unplugged tune, with a call out to stay tuned to the next video to find out whose comments made it in. By staggering the release, the campaign retained the interest and talkability of the product in association with Only U for over a month. The first to release was Naim Daniel’s version (https://youtu.be/yXImkzAWoLk). His video was shot in a Starbucks outlet near UiTM Shah Alam – a strategic location heavily frequented by a young Malay crowd. Following Naim was Priscilla Abby’s video (https://youtu.be/hdgLuVtffUQ), where she performed in the Sunway Lagoon theme park surrounded by fans. To drive foot traffic and buzz for this, a word that Priscilla would be making a surprise appearance at Sunway Lagoon was seeded in her fan club, prompting her followers to come and participate. The final video to roll out was Santesh Kumar’s (https://youtu.be/avbAX8qQquM), which was saved for last to allow him to gain interest and buzz for his performance, in reality show Big Stage that was airing during that period. His unplugged video featured him serenading diners at Tapak KL, a food truck food court in the heart of KL.

Effectiveness
In total, the Only U music video on YouTube and the three artists’ unplugged videos achieved over 4.4 million views with 106,700 hours of cumulative watch time with a like–to–dislike ratio that was 13.1% higher than the channel’s average. Meanwhile, on Facebook, the videos garnered a total of over 1.5 million views while amassing 7.3k comments and over 2k shares. All this resulted in a surge of interest in Unlimited FUNZ – U Mobile’s prepaid pages saw a massive 172% surge in unique traffic during the campaign month compared to the preceding month, which more importantly translated to a strong 6% growth in overall prepaid subscribers in a stagnant telco market. We also succeeded in driving 6x more positive conversations about the brand and Unlimited FUNZ pack. The Only U videos managed to drive buzz and relevance not just by tapping into sentiments surrounding the Malaysia National month, but also into the trends and tropes that define today’s generation of mobile data users looking for a telco that matches their lifestyle.