Content Champions: redONE Mobile (Malaysia)

Established in 2012, redONE Mobile is Malaysia’s first mobile virtual network operator (MVNO) offering affordable prepaid and postpaid services. Known for its 5G plans starting from as low as RM10 a month, the brand rides on the country’s widest 5G network infrastructure to deliver reliable connectivity and seamless voice calls nationwide. With a partner network of more than 18,000 touchpoints and a subscriber base exceeding one million, redONE Mobile currently operates in Malaysia and Singapore, with plans to expand into other parts of ASEAN.

Content Champions is a segment during A+M's Content360 conference in Malaysia in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was shortlisted for Marketing Excellence Awards 2025 and chosen for coverage by the editorial team at A+M. 

Brand: redONE Mobile 

Campaign: The SmartPlan story: redONE Mobile X-Change – Driving the switch

Challenge

Malaysia’s mobile telecommunications market is highly competitive, with little brand loyalty among consumers. Research showed that three out of five Malaysian mobile users who were open to switching were not strongly tied to their existing providers. Instead, decisions were largely driven by value for money and attractive bundle deals rather than brand affinity.

This was especially evident among the B40 and emerging M40 segments, who are highly price-sensitive and constantly seeking the best deals. For redONE Mobile, a challenger brand, this created several hurdles.

First, the brand needed to overcome the perception of mobile plans as interchangeable commodities. While redONE Mobile offered competitive pricing through its redONE Postpaid 5G Smart plans, simply promoting low prices would not be enough to stand out in a crowded market filled with aggressive promotions.

Second, gaining consideration against established competitors proved difficult. Larger mobile providers were already offering competitive smartphone bundles, making it challenging for redONE Mobile to cut through the noise and enter the consideration set of value-conscious consumers.

Finally, the brand needed to drive genuine intent to switch and increase footfall to its stores. This meant creating a compelling narrative that could resonate with consumers, overcome the inertia of switching providers, and position redONE Mobile as the smarter choice for those ready to “XChange” their mobile experience.

Strategy 

To cut through a commoditised and highly competitive market, redONE Mobile turned to content-led storytelling anchored on the popular Astro Original drama “X-Change”. The brand recognised that while its B40 and M40 target segments were highly value-driven, they were also deeply engaged with culturally relevant entertainment.

The choice of “X-Change” was strategic. The series, which follows a B40 family striving for a better life, mirrored the aspirations of the campaign’s target audience. This narrative alignment allowed redONE Mobile to connect its redONE Postpaid 5G Smart offering with the idea of upgrading to a better, “drama-free” mobile experience.

Rather than relying on traditional sponsorship, the brand embedded itself directly into the content ecosystem. The campaign transformed the show’s storylines into branded narratives that highlighted the ease and benefits of switching to redONE Mobile.

Key scenes from the series were repurposed into short-form mini-series that integrated product messaging within engaging story arcs. This allowed the brand to showcase benefits such as value for money and seamless connectivity in an entertaining, relatable format instead of overt sales messaging.

The campaign also leveraged the star power of the show’s cast, including Datuk Rosyam Nor and other emerging actors, to amplify its reach. By blending entertainment, influencer appeal and product storytelling, redONE Mobile positioned itself as a brand that offered both strong value and a smoother path for consumers looking to “XChange” their mobile experience.

Execution

The campaign was delivered through a multi-channel rollout designed to build awareness, drive engagement and ultimately encourage consumers to switch to redONE Mobile. At the heart of the campaign was a series of narrative-driven video assets built around the “X-Change” storyline. The main 30-second hero film, “Pelan Langgar Kedai,” played on the double meaning of the phrase, both “store robbery plan” and “hit the stores”, to cleverly connect the show’s dramatic themes with a call to visit redONE Mobile outlets.

Key scenes from the series were also repurposed into three short mini-episodes, each designed to guide audiences through different stages of the switching journey. “Pelan Buruan Ramai” introduced the redONE Postpaid 5G Smart plan as a highly sought-after offering, while “Konflik Dua Keluarga” tapped into relatable conflicts to position the plan as a simpler, “drama-free” solution. The final instalment, “Perhitungan Terakhir,” highlighted the benefits of switching to redONE Mobile and reinforced the campaign’s call to action.

The content was amplified across a broad media mix to maximise reach. Television played a key role in driving mass awareness, with 2,000 TV spots aired over eight weeks across Astro channels. Radio placements on ERA and SINAR helped reinforce the campaign message and maintain frequency.

Digital and social media formed the backbone of the campaign’s engagement strategy. The mini-episodes and related content were distributed across platforms such as Facebook, Instagram, TikTok and YouTube, supported by influencer posts featuring the “X-Change” cast. Programmatic display ads, search engine marketing and branded digital articles on popular portals further extended the campaign’s reach.

To bridge online engagement with offline action, the campaign also leveraged digital out-of-home placements in high-traffic urban areas and near redONE Mobile outlets. These placements served as timely reminders and encouraged consumers to visit stores and make the switch.

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