U Mobile names social media agency

U Mobile has reappointed C27 to handle social media for two years, with the agency managing content creation, execution and community management for the telco's Instagram account for brand communications. The agency was first appointed in end-2017 and started work on the account in 2018. Entropia, Lemonade, and Sashimi Social pitched for the account last year. U Mobile confirmed the appointment to A+M.

C27's CEO Fazil Fuad told A+M that without a doubt, the work it has done for U Mobile over the years "is some of the best that has come from the C27 office". "This is only possible through a long-term, trusting relationship that respects the creative process and ensures accountability in results from all parties," he said.

Fazil added that the need for fresh and effective digital-first ideas are paramount in these unprecedented times where staying connected is more important than ever. "We're definitely not sitting still," he said.

At the same time, Jonathan Lee, director of strategy, told A+M that pre-planning for 2021 is underway and there will be “a major shift in how content will be done”, but declined to comment further. “We are truly blessed to have this account for the third year and are fortunate to see the transition in terms of content for U Mobile. We aim to redefine how consumers look at the brand,” he added.

Over the years, some of the Instagram campaigns that C27 has worked on for U Mobile include #UnlimitedSalam, #RayawithU, the #UnlimitedGrooves festival, and provided event coverage on the platform for U Mobile's Good Vibes and Urbanscape events. 

Separately, U Mobile appointed Perspective Strategies last year to manage PR and strategic communications, media relations and reputation management for all facets of all its business. The appointment is for a year with the option to extend for another. Mutant Communications and Centriq PR pitched for the account.

The telco recently collaborated with other industry players to launch a 2021 SPM/STPM Special Data Package, which offers 15GB for 30 days for RM20. The package targets students taking the two major examinations - SPM and STPM - this year. It also pledged to contribute a total of RM2 million for COVID-19 relief efforts via the GLC Disaster Response Network, and offered connectivity sponsorships to in-need groups such as medical frontliners at hospitals and students in rural areas. At the same time, the telco is also working hard with the government to realise the aspirations of JENDELA, which is Malaysia's action plan to improve connectivity throughout the country.

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