U Mobile: The grand love for CNY 2023

Telecommunications provider U Mobile successfully positioned itself as a brand that celebrates human values, with its Chinese New Year campaign in Malaysia.

Background and Context

In Malaysia, Chinese New Year has always been a celebration centered around family reunions, cherished values, and the love shared across generations. While technology has made it easier to connect with others, it has also diminished the value of these connections, leading to a lack of understanding and appreciation for the traditional ways of expressing affection by younger generations.

To address this gap and align with the spirit of the festival, U Mobile devised a story on a grandfather's heartfelt efforts to connect with his young granddaughter - in the most unconventional method.

Campaign Objectives

U Mobile...

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