Millennials and Gen Zs go head to head in Unifi’s new web series

Telekom Malaysia’s (TM) Unifi has released a web series to launch its new UNI5G Family Plan that 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 is titled “Macam Macam Gaya Hidup, Sama Sama Keluarga” (“Different lifestyles, same family”) and consists of four episodes. The first episode has been released with the following episodes launching every Monday and concluding on 13 May 2024.

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Each episode offers 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.

“Family plans are an interesting marketing challenge,” said Chris Greenough, general manager and regional head of creative services at GrowthOps Asia. “Gen Z kids are key influencers in the purchase journey, but their parents from a different generation ultimately make the call on what the family uses.”

“We wanted to create a campaign to target each of them independently while making UNI5G Family Plan the hero that brings them together,” added Greenough.

Shot in the style of a reality show with confessionals to highlight the generational preferences when it comes to mobile plans, the web series also entertains with tongue-in-cheek jokes.

For example, the dad says, “we need a plan that robs the bank” while the mother says that while the son talks about mobile plans, he should plan to pass his exams first.

“It addresses common generational clash points, such as fashion and online etiquette, but brings everyone onto the same page thanks to UNI5G Family Plan,” said Andrew Pinto, vice president, brand and marketing at Unifi.

“From a media targeting perspective, we are really excited about the innovative way we can target a single creative concept with two perspectives, each targeting the main purchasing drivers in the UNI5G Family Plan purchase journey,” explained Pinto.

The web series features Unifi’s fluffy mascot named ‘Yunni’ which also made an appearance in a campaign done in partnership with global brand and customer experience agency, VMLY&R Malaysia.

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.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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