U Mobile - An Unbeatable Spirit’s Leap of Faith
CHALLENGE
With the world’s attention on the Paris 2024 Olympics, U Mobile sought to ignite national pride, especially in the often-overlooked East Malaysia. As we launched new stores in the East with the mission of becoming Malaysia’s No.1 5G network, we needed a local hero to embody our ‘Unbeatable Spirit.’
OUR CREATIVE SOLUTION
Skin in the Olympic Games
Enter Bertrand Rhodict—a Sarawakian diver making his Olympic debut. Rhodict became the face of U Mobile’s ‘Unbeatable Spirit’ in our social-first film, ‘A Leap of Faith’. His journey inspired East Malaysians, forging a powerful connection through his resilience on the global stage.
Riding the Wave to SUKMA Sarawak
We deepened U Mobile’s connection with East Malaysia as official partner of SUKMA Sarawak. Rhodict’s return to homeground made our commitment to Sarawak tangible, showing the community that our support extended far beyond connectivity.
IMPACT
U Mobile’s locally-inspired campaign revitalized our brand presence, sparking authentic connections in East Malaysia. Rhodict’s journey resonated deeply, positioning U Mobile’s #Unbeatable message as part of Sarawak’s story.