TM & VML Malaysia capture the true meaning of CNY in Ang Pow campaign

Malaysian telecoms giant, TM and leading creative company VML, showed audiences in the country the true meaning behind older relative’s seemingly misguided comments during Chinese New Year in a sweet new campaign for the brand’s Unifi Exclusive TVBAnywhere+ Premium Zone TV package.

Unifi TV’s Ang Pow campaign sets out to break down generational divides and encourage family bonding during the festive period – which has become synonymous with younger generations receiving grilling questions and comments from older relatives.

It’s sees Unifi’s adorable fluffy mascot ‘Yunni’, uncovering the ‘love’ behind each harsh question posed by the older generation, providing an opportunity for understanding and connection – along with a QR code Ang Bao from Unifi, promoting the brand’s Chinese New Year family TV packages as the perfect way to bond during the festive season.

Running through January – February, the campaign generated a 10.7% uplift in website traffic compared with last year.

KC Aui, Executive Creative Director, VML Malaysia, said: “This campaign aims to bridge the generational divides which can create tension among families at this time of year. By revealing the thoughtful intention behind seemingly insensitive comments, we hope to inspire more understanding and connection, coupled with the opportunity for family bonding over Unifi’s high quality TV packages.”

VML Malaysia employs over 200 staff at its KL office, providing industry leading Commerce, Experience, Technology and Creative solutions for clients including TM, Lotus, Proton, KFC, The Coca-Cola Company, Kopi Kenangan, and more.

Credits
Account Lead: Victoria Chu, Vinz Low, Yi Lynn Tan
Creative Lead: KC Aui, Zahir Mazlan, Simon Yip, TattHo Chow, Amni Yusoff, Chan Wai Guan, Cindy Yap, Terence Chong, Yong Mei Yee
Planner Lead: Filipe Lampreia, Farhanim Manan