Targeting young professionals aged 20 to 30 years, U Mobile wanted a brand identity that reflected the six core values of ‘U’: friendship, honesty, inventive, irreverent, fun and cheeky. The resulting logo is a giant letter ‘U’ in graduating shades of bright orange.
According to a Matthew Fanshawe, an integrated advertising campaign will launch soon. Euro first began working with U Mobile early this year and was formally appointed as AOR in mid-2007. U Mobile was formerly known as MiTV Networks and is a wholly owned subsidiary of U Telecom Media Holdings. It is Malaysia’s third 3G mobile operator.
