VML Malaysia’s AI-powered campaign for Unifi achieves 10x rise in brand sentiment

VML Malaysia recently launched a successful brand experience campaign for Unifi (TM), a long-standing client of six years. The campaign leveraged VML Malaysia’s AI Marketing Platform, Virtual Intelligence Creator to address customer frustrations and significantly enhance Unifi’s brand equity and reputation.

The campaign has been recognized at the recent Marketing Technology Awards 2024, where it clinched Gold in Best Data Analytics, Insights Platform, and Gold in Best Marketing AI Solution and Bronze in Best Use of Marketing AI Solution. This award-winning initiative underscores the innovative and effective approach taken by VML Malaysia in utilizing advanced technology to deliver impactful marketing solutions.

Targeting Malaysian consumers nationwide, particularly in regions with high complaint volumes, focusing on tech-savvy individuals frustrated with internet service disruptions. Understanding that improving brand equity requires addressing customer needs quickly and empathetically, VML Malaysia and Unifi recognised that a robust technology platform was needed – one capable of integrating real-time data collection, social listening, and advanced content creation tools. For these specific requirements, VML Malaysia exclusively designed and deployed Virtual Intelligence Creator for Unifi to deliver personalized, data-driven messaging with precise targeting of specific audiences and locations.

Through AI-powered data analysis and streamlining, Yunni, a digital personality reflecting Malaysians’ most lovable qualities was created as the face of the campaign. Over 100 permutations were tested to perfect Yunni’s voice, smile and even fur length, ensuring maximum resonance with the target audience.

The omni-channel campaign took place across digital ads, social media posts, and physical marketing materials, with VML Malaysia leading the concept and execution across Unifi’s business and consumer segments.

“Our martech-driven capabilities allowed us to bridge the gap between customer frustrations and empathetic communications,” said Kenni Loh, CEO of VML Malaysia. “By combining real-time data analytics, AI-generated content creation, and machine learning, we were able to drive hyper-personalized messaging at scale, building meaningful connections and effectively addressing customer pain points. The seamless integration of technology, data, and empathetic creative storytelling was key to this campaign’s success.”

“We are thrilled with the results of this campaign,” said Andrew Pinto, VP of Brand and Marketing at Unifi. “Our goal was to successfully respond and interact with our customers in a light-hearted manner. The campaign achieved not only an 87% increase in our share of voice and 10x increase in brand sentiment, but also increased new customer acquisition during the campaign period.

Pictured L-R: Simon Yip- Associate Creative Director; Zahir Mazlan – Creative Director; Victoria Chu- Head of Client Engagement; Farha Manan- Associate Planning Director; KC Aui – Managing Creative Partner, Hasbidin Hassan- Business Director.