U Mobile and TBWA\ Kuala Lumpur have partnered to launch "The Giler Unlimited Plan", to promote its new mobile plan which features unlimited data for the price of RM30. Consumers will also have the flexibility to choose either prepaid or postpaid.
The campaign combined a multitude of things no one ever thought would fit together, resulting in "crazy creatures" being created as the core of the Giler Unlimited collaterals. These include the Avopenguin, which combines the avocado, the Millennial craze, and the penguin, one of the most meme-ed animals. Others include Laser Llama, Mergorilla, Skater Shark, and Melonmingo. These characters also inspired the Giler Unlimited song, which TBWA said contains "silly lyrics" and a catchy sing along tune. The song was crafted to be memorable while highlighting all the crazy things one could do with unlimited data.
According to creative group head, Hex Ng, the team wanted to create a campaign that would make people ask, "What were they on when they created it?". Ng added that this sets the tone for how giler (crazy) its visuals and copy had to be at all touch-points.
“We have to applaud the clients for being brave enough to go ahead with this giler direction. Who else would put a Laser Llama and Pew Pew Pew in their print ad?” Zachery Inri, senior brand director at TBWA\Kuala Lumpur, said.
Watch the spot here: