STILL GOT DATA? TAPAU!
Brand: Unifi Mobile
Role: Insight, Strategy & Campaign Ideation · with Chandra Kate and Hew Ern Chee
🜲 Awards: Kancils Scoolers Real Brief Challenge 2025 — Merit
Problem
Data rollover is a gamechanger, but Gen Zs don't know about it.
Insight
Malaysians hate wasting value, and we already have a cultural behaviour for saving: tapau.
Solution
Reframe data rollover through tapau culture.
The Best Kept Secret of Modern Student Life
Unifi Mobile 5G WOW Prepaid is the best-kept student hack that youths have not heard of...yet! Powered by the country's fastest 5G download speeds and built for people who refuse to slow down, the plan that's been flying under the radar, until now.
For Malaysian Tastebuds
Unifi Mobile's WOW Prepaid data card gets a full Malaysian makeover. We reimagined its packaging with local food iconography to match the tapau theming. Your data, dressed for the occasion.
Bos! Tapau!
Mamak workers in Unifi Mobile jerseys become the campaign's most effective touchpoint. Helpful by nature, visible by design — and impossible to miss when you're flagging one down to tapau your food anyway.
Data on the Go
The medium moves with the message. It is far more intimate and personal than static media, because now, your drinks and data travel with you.
Bungkus. 打包. Takeaway.
The idea shouldn't stop at the mamak. Hawker centres, gerai tomyams, bazaar Ramadan, kopitiams, franchise chains — anywhere tapau culture lives, the campaign should too. And in a multilingual country, the copy reflects that.
Results
We were awarded Merit at the 2025 Kancil Scoolers Real Brief Challenge. Judges especially praised the insight as sharp, grounded, and precisely tuned to the audience.
