“Malaysia’s national telco” doesn’t trigger excitement, especially in its environment of noisy voices and wild offers. Dentsu Creative knew that UNIFI had to become unboring. So the agency uncaged a new identity and attitude, to create a buzz – and rare for a telco, without the unwanted noise.
The UNI5G Own the Night, was made up of three all-nigh experiences that sprung to life when the world slept – a bold glowing mural that revealed a new story, a noiseless concert and an after dark esports battle targeted Gen Z, the always-on audience, coincidentally when data usage is generally at its highest, in the dead of the night.
Dentsu Creative created and hosted three entertaining experiences at Malaysia’s largest university campus, harnessing the evocative power of 5G technology without touching the cliché ‘real-time’ gimmick to which this savvy young group us immune. they were immune to. In short, UNIFI created a space and time for Gen Z, and Gen Z alone. For them TO OWN and LIVE by their rules.
- Midnight Mural – different smartphone cameras pick up light, colours and tones differently. The campaign put this to the test and gave young shutterbugs their personal, ownable, authentic social photograph from a real glow-in-the-dark mural on campus. DrewFunk a popular underground street artist was commissioned to illustrate it.
Till Dawn – a Silent Music Festival that featured the hottest bands in town and made all the buzz without the noise. Songs by live bands and rappers including Midnight Fusic, and DJ Bad Habits among others could be heard through lossless audio and spatial surround sound, while students danced in pin-drop silence.
Mobile Mamak turned Malaysia’s popular after dark eateries (MAMAK) and street food joints into one of the fastest gaming hubs with a low latency network – 5G data to be precise. Mobile gamers, who make up nearly 60-70% of the entire population, could participate in an e-sports battle on Mobile Legends, where a new 5v5 mission dropped only at night.
