Telekom MY zaps the financial scaries away with new fluffy mascot

Telekom Malaysia (TM) has partnered with global brand and customer experience agency, VMLY&R Malaysia, on a campaign for TM’s Unifi offerings that features a fluffy mascot named ‘Yunni’.

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Under the tagline “0% Geram, 100% Ngam”, which translates to “0% anger, 100% perfect”, Yunni is a personification of how Unifi’s new convergence package which brings together fixed broadband, mobile, and lifestyle services, removes a customer’s pain and frustration, according to a statement by the brand.

“Unifi aims to provide an all-in-one solution offering more value for money and an elevated customer experience, to become a one-stop centre,” said Andrew Pinto, head of brand and marketing, TM.

The campaign also features a TV commercial that brings Asian horror stories to life when a Pontianak and Toyol make an appearance. They sit on a couch and watch TV along with the protagonist in the brand film. When all three of them get scared when they see a stack of bills for their internet, phone and entertainment, the campaign points out that multiple bills can even scare the creatures of the night.

The bills then get zapped away when Yunni appears to show that these bills can be simplified through a singular Unifi account.

The campaign spans TV commercials, digital films, OOH, DOOH, programmatic banners, social, on-ground activation, below-the-line marketing and in-store activations. There are also plans to release Yunni merchandise in the works. 

“VMLY&R worked with us to develop and execute a campaign which would communicate our new convergence plan in a way that would stand out and resonate with the market’s needs,” said Pinto. VMLY&R is currently the appointed creative lead agency on retainer for Unifi’s convergence and business products.

VMLY&R added that it wanted to have a mascot like Yunni because the landscape is evolving and getting increasingly competitive. 

"In light of this, it became crucial for our brand communication to stand out in a crowded market and most importantly, to resonate with our target audience in a memorable manner," said a spokesperson when A+M reached out.

TM has been on a roll with innovative campaigns and it recently celebrated the nation’s Independence Day with a music video made with generative AI to showcase the people and traditions of Malaysia through a digital perspective.

The AIDENTITI KITA (OUR AIDENTITY) campaign, features local artists MK (K-Clique), Suki Low and Balan Kash as they interact with their community and get transformed by AI.

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