Unifi zaps consumers into an alternate universe in new campaign

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Telekom Malaysia's (TM) Unifi is asking Malaysians to choose a connected universe in its newest nationwide campaign.

Centering its recently rolled out suite of convergence offerings called 'Unifi Universe', the campaign aims to demonstrate how the brand's portfolio of products converges into a seamless ecosystem.

The UniVerse, according to a statement seen by A+M, includes home internet, mobile, entertainment and lifestyle solutions that have been tailored to meet the diverse demands of today's digital-savvy consumers.

Don't miss: Millennials and Gen Zs go head to head in Unifi’s new web series

A brand film titled "Choose Your UniVerse" was released as part of the campaign, featuring a diverse cast of family members and individuals from all walks of life. The film first starts by showing a mother cooking, two siblings playing on a tablet and a father working on his laptop. When the mother taps a button that reads "Choose Your UniVerse" on her phone, the family gets zapped into an alternate universe.

In the universe, people from all walks of life are seen enjoying being digitally connected. In one scene, a handicap artist is seen painting on a tablet whereas another scene showcases an entrepreneur happily promoting her products on livestream.

The film re-introduces the family once again where the father is back to working on his laptop, the mother sits outdoors and plays with her phone and the siblings are in the bedroom recording a video of themselves dancing. They later gather in their living room and watch a TV show while still being connected to the internet on their personal devices.

Accompanying the brand film is a catchy song that reminds viewers of Unifi's offerings - Unifi Mobile, Unifi Home and Unifi TV - and how users can also choose themselves, choose their friends and choose a space that is as unique as they each are.

Users are also informed that they can choose value, experience and convenience if they choose UniVerse.

“UniVerse is our most comprehensive suite of packages, integrating connectivity, entertainment, and lifestyle solutions for home, work and play. As the champion of convergence in Malaysia, these new offerings enable connected communities, reflecting TM’s aspiration to become a digital powerhouse by 2030, and advancing our nation towards its next digital evolution," said Anand Vijayan, chief business and consumer officer, TM.

In addition, the campaign showcases the brand's updated visual identity, structure, and product offerings of Unifi. The campaign was done in collaboration with Grey Malaysia.

"With 'Unifi’s UniVerse,' we're evolving the brand to stay ahead of the game. It encapsulates the essence of Unifi’s quadruple platform play and solidifies our presence across all sectors we engage in," said Jeremy Yeoh, deputy executive director, Grey Malaysia.

This campaign comes just after Unifi released a web series in April. The series launched its new UNI5G Family Plan and aims to bridge the generational divide between Millennials and Gen Z family members.

Done in collaboration with TM’s digital creative partner GrowthOps Asia, the web series titled “Macam Macam Gaya Hidup, Sama Sama Keluarga” (“Different lifestyles, same family”) consisted of four episodes.

Each episode offered two parts, to explore both the parents’ and children’s points of view. The editing style also reflects the preferred content style of Millenials and Gen Zs with the parents’ episode utilising a horizontal and more traditional style while that of the children using a vertical format with sound effects and filters.

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