Unifi Unveils Revolutionary UNI5G Family Plan

 Unifi Unveils Revolutionary UNI5G Family Plan

GrowthOps Asia aims to bridge the generational gap with a fresh campaign for the Malaysian telecommunications brand, Unifi, introducing their latest Unifi Mobile's UNI5G Family Plan. Crafted by TM's Digital Creative partner, GrowthOps Asia, the web series titled "Macam Macam Gaya Hidup, Sama Sama Keluarga" spotlights the idea that, despite generational disparities, most Malaysian families find common ground in the new UNI5G Family Plan as their ideal choice.

The series' whimsical episodes follow the family as they navigate disagreements over selecting the right mobile plan, divergent fashion choices, gaming etiquettes, and social media photography styles. Each episode presents two perspectives: one from the parents' viewpoint and the other from the kids'.

The editing styles of each perspective cater to their respective audiences' preferences: the parents' episodes adopt a horizontal format with a traditional video editing style akin to Facebook, while the kids' episodes are edited vertically, featuring trendy sound effects and filters commonly found on TikTok.

Chris Greenough, General Manager and Regional Head of Creative Services at GrowthOps Asia, comments, "Family plans present an intriguing marketing challenge. Gen Z kids wield significant influence in the purchasing process, yet ultimately, it's their parents from a different era who make the final decision on family usage. Our aim was to develop a campaign targeting each demographic independently while positioning the UNI5G Family Plan as the unifying force."

The family's disagreements unfold across various modern scenarios, including at home, during a live stream, camping trips, and while returning home from Raya festivities. This approach seamlessly integrates UNI5G's product advantages into the storyline.

Andrew Pinto, Vice President of Brand & Marketing at Unifi, remarks, "To our knowledge, this series marks a first in Malaysia, addressing generational divides from dual perspectives. It tackles common friction points such as fashion and online etiquette, all while underscoring the unifying power of the UNI5G Family Plan. With unlimited and reliable 4G and 5G data accessible throughout 95% of the nation, we offer budget-friendly plans that any Malaysian family can appreciate."

"From a media targeting standpoint, we're thrilled about the innovative approach to engage a single creative concept with two distinct perspectives, each catering to the primary drivers in the UNI5G Family Plan purchase journey," Andrew adds.