TBWA\Kuala Lumpur launches pun-filled Chinese New Year campaign for U Mobile
To welcome in the Year of the Dog (pronounced Kaww in Cantonese), TBWA\Kuala Lumpur has launched an imaginative pun-filled Chinese New Year campaign for U Mobile, having launched on 29 January and running for the CNY period.
The online film promotes the telco’s new P99 (pronounced P Kaww Kaww) Unlimited HERO Plan, and includes many other uses of the word ‘Kaww’ layered into the product messaging.
“Traditionally CNY communications in Malaysia are tear-jerking and highly emotional with a focus on family reunions, so we decided to do something very different. Keeping in line with the comical style of the U Mobile brand gave us the licence to be a little crazy, resulting in a witty and whimsical film, which makes people smile,” said Ng He Xiang, creative group head, TBWA\Kuala Lumpur.
“U Mobile is really driven by our customers’ passion hence we are always coming up with unlimited ideas on how we can enhance their mobile experience. That drive is also inspired by healthy competition in the industry. The video truly captures our DNA of being a fun and quirky brand,” said Jenny Chin, Head of Marketing Services, U Mobile.
Earlier this year, U Mobile made the decision to expand TBWA\Kuala Lumpur’s role to include creative services for the launch of its enterprise communications, bringing forward a greater, more exciting partnership from consumer to business-to-business.