U Mobile Giler Unlimited

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The most PEW PEW PEW telco ever!

In 2018 when the telco world entered maturity for 4G technology, competition to win over market share became intense. No longer seen as the only value-driven telco out there, U Mobile faced increased pressure to remain competitive. Without the option of pricing ourselves further down, how can we stop our subscribers from porting out, while cutting through the clutter to stand out in a sea of unlimited data plans?

With our promise of unlimited data at crazy low prices, we created a world bigger than anyone’s imagination and launched Giler Unlimited. The idea was to roll out a telco campaign unlike any other, flaunting a mobile data plan

so unbelievably awesome, you’d be crazy for not signing up. To amp things up even further, we unleashed our Giler gang—a bunch of quirky characters—to conquer every space, every touchpoint. From fun videos with an earworm

rap to outdoor billboards, we painted the whole nation orange. We weren’t trying to be ‘young’, ‘cool’ or ‘trendy’.

We simply unleashed our inner Giler and that spoke to our audience.

Crazy, unusual and packed full of fun, the Giler Gang steals the limelight everywhere they appear. Not only are

these characters unique to the brand, their vibrant and bold persona transports you into another world, taking your imaginations for a joy ride.

First generation of Giler Monsters.

We featured our rock star characters, Laser Llama and MerGorilla in fun videos with an an earworm rap that got stuck in your brain for days. The videos were not just entertaining, they promoted the many unlimited ways you could experience Giler Unlimited data, in the craay-siest way possible!