Background
webe is a recent start-up telco which is in a rather weird positioning. It wants to sell itself as a community rather than just another telco. This is why webe has its own webe community, a platform for Malaysians to co-create and make positive change happen for the community. Anyone can become a webe community member to support projects they are passionate about through pledges on either the webe website or Facebook likes called crowd backing aiming to make the community a better place one project at a time. This is the effort they've taken to encourage people to participate and contribute to their webe community. What webe aimed to is to convince people that for paying RM79 per month they are not only subscribing to a never-ending data plan but also subscribing to a community, a family.
Target Audience
Young Malaysian, Age 18-30.
SMP
Unlimited data for the betterment
Problem
People don't see the need for unlimited data although they are super reliant on it in their daily life.
Insight
The people that uses mobile phone everyday actually believe that technology improves their lives more than harming it.
Solution
Creating a manifesto to define the "weber" that know how to use data for the betterment of their lives and that unlimited data can help to achieve that.
Result
With this campaign, we hope that the target audience will see the importance and possibilities of unlimited data thus, signing up for our webe mobile data plan.
