The Furry Force Behind Unifi’s Resurgence in Malaysia
Unifi's latest campaign from VMLY&R introduced 'Yunni,' the lovable mascot that has garnered attention from Malaysians.
In a testament to the campaign’s impact, the mascot has become an influencer and brand favourite.
Victoria Chu, head of client engagement at VMLY&R Malaysia, delves into the creative process that led to Yunni's creation and how she personifies Unifi's unique convergence package.
She sheds light on how the campaign resonates with its audience and provides insights into the multichannel approach that balances cuteness and education.
LBB> The campaign for TM's Unifi features an adorable fluffy influencer named 'Yunni.' Can you tell us more about the creative process behind creating this unique mascot and how it personifies Unifi's convergence package?
Victoria> From the outset, we knew we needed to create an out-of-this-world character because this convergence package is unique and unforgettable. So, we took inspiration from Unifi’s logo, colours, and product offerings and made a unique, fresh character that showcases this package. The shape of Yunni symbolises completion, her three fingers represent the convergence of mobile, broadband, and entertainment; her fluffy fur showcases comfort and joy, and her magic beams turn all your frustration into happiness!
LBB> The tagline, "0% Geram, 100% Ngam," reflects the frustration customers often face when dealing with multiple service providers. How did you develop this tagline, and how does it resonate with Unifi's audience?
Victoria> Through our research and understanding of Malaysians, we discovered that Malaysians frequently encounter 'geram' (annoying) moments in their daily lives, especially when dealing with mundane tasks like paying multiple bills. This led us to ponder: what if we could demonstrate the simplicity of our product and transform their 'geram' moments into 'ngam' (a Malaysian slang meaning great or perfect) experiences instead?
The creative and planning team wholeheartedly embraced this profound human insight and delved deep into the common pain points experienced by Malaysians. They aimed to metamorphose these issues into 'ngam' (feels right) moments, which included managing multiple bills, dealing with unreliable connections, and handling expensive monthly expenses. It became evident that a champion was needed for this cause, and after days of thoughtful brainstorming, Yunni came into existence.
LBB> The campaign includes various media – how did you decide on this multichannel approach, and what challenges did you encounter in implementing it?
Victoria> Given the affordability and life-improving features of this product, our objective is to reach as many Malaysians as possible. Our target audience highly values the solutions provided by the Unifi convergence plan and is likely to switch to Unifi. Our main challenge is striking the right balance between a cute and straightforward content approach while educating Malaysians on the product's necessity. We've addressed this challenge by ensuring our content is digitally driven, enabling effective targeting, and creating various versions of our ads to reach our audience.
For the top of the funnel, we employ TV and OOH to expand our reach and boost awareness. We leverage digital and social content to engage and drive consideration in the middle of the funnel. In the bottom funnel, we use retargeting and programmatic digital ads to drive conversions
LBB> Yunni, the fluffy mascot, has become exceptionally popular. Can you share insights into the creative process and strategy that contributed to Yunni's success as an influencer and brand mascot?
Victoria> It is grounded in a fundamental aspect of human behaviour: in the bustling world of digital communication, content that is cute, charming, and informative tends to be highly appealing. Who can resist the charm of an adorable ball of fluff that entertains and piques your curiosity, compelling you to explore further? We also ensured that this unique product features an extraordinary creature never seen before, making it memorable and leaving a lasting impression in the consumer's mind.
LBB> The campaign has already generated many subscriptions for Unifi's convergence offerings. Could you elaborate on the campaign's impact and the key factors contributing to its success?
Victoria> In simpler terms, it's a blend of a cute, funny, and engaging character whose story is conveyed through bite-sized, exciting content. After that, we spend weeks identifying our target audience and tailoring our messages to reach them at various stages of the sales funnel: middle, bottom, and top.
LBB> Unifi aims to provide an all-in-one solution for its customers. How did you ensure this message was effectively communicated to the target audience, and what strategies did you employ to make Unifi a one-stop centre for their needs?
Victoria> From day one, even before scripting, we identified our target audience and their specific messaging needs. We delved deeper to explore the most effective content based on their position in the sales funnel and how our convergence plan could resonate with them. Guided by VMLY&R’s 'creative commerce' mantra, we dedicated weeks to developing copy and visuals that are not only entertaining but also deliver clear, compelling benefits to drive conversions.
LBB> Plans to expand into mascot merchandise are underway. Could you provide details on this expansion and how it fits into the broader campaign strategy?
Victoria> This is indeed a fortunate alignment for Unifi. What started as an endearing representation of our convergence plan has evolved into something cherished by people from all walks of life. Yunni, the embodiment of our product and brand spirit, is versatile enough to take on different forms while remaining faithful to our convergence offering and Unifi's service quality.
Merchandise can foster brand affection by enhancing customer satisfaction, customer value, and relationship marketing. That's why we've created strategic and practical merchandise for Yunni, enabling us to maintain a prominent place in customers' minds and cultivate brand loyalty.
LBB> Unifi is the only actual quad-play convergence services provider in Malaysia. What unique challenges and opportunities did this present in creating and implementing the campaign?
Victoria> Being Malaysia's only actual quad-play convergence services provider offered a competitive edge but also required addressing challenges related to market education, competition, and technical integration. However, it also provided opportunities to establish a first-mover advantage, offer comprehensive solutions, use data and analytics effectively, and create customised packages that catered to a broad spectrum of customer needs. This uniqueness became a defining factor in the campaign's strategy and messaging.
LBB> The campaign is described as one of the most significant of the year. What made this campaign stand out, and how did it align with Unifi's marketing objectives?
Victoria> The success and significance of the campaign can be attributed to several key factors. Firstly, it introduced a fresh and inventive idea that resonated with the target audience, setting it apart from traditional marketing. The campaign also prioritised forming an emotional connection with the audience and understanding their values, aspirations, and concerns.
At its core, the campaign revolved around a compelling story effectively communicating the value of Unifi's products and services. In terms of its reach, the campaign utilised multiple marketing channels to engage the audience at various platforms and times, accompanied by clear calls to action.
In summary, the campaign's impact and importance lie in its ability to capture attention, convey a compelling story, and align with Unifi's marketing goals. It demonstrated that Unifi not only talks the talk but also genuinely cares about its customers and values its brand, solidifying its position as one of the most significant campaigns of the year.
LBB> As the appointed creative lead agency on retainer for Unifi's convergence and business products, how do you foresee the future of your collaboration with Unifi, and what upcoming projects or expansions can we expect to see?
Victoria> We are excited about the future and anticipate several exciting developments in our partnership. While specific details of upcoming projects or expansions may be confidential and subject to the strategic planning of both parties, our commitment to creativity, innovation, and a customer-centric approach will remain at the core of our collaboration. Together, we aim to set new standards in the industry and ensure the continued success of Unifi's convergence and business products.
