Step up to the 5G
In Malaysia, the 5G network infrastructure is being rolled out by the government via a special purpose company called Digital Nasional Berhad (DNB.) The mobile network operators (MNOs) in Malaysia will buy spectrum from DNB and, in turn, sell 5G services to their consumers and B2B customers.
The initial challenge was to convince the MNOs to support and invest in DNB instead of building their own 5G networks, as DNB aimed to benefit all mobile operators and subscribers.
We also needed to create a strong consumer-facing 5G brand which would excite the market and create a demand for 5G services.
Dragon Rouge developed a 5G brand proposition which promises Malaysians a world-class network service that will empower them to do more in their daily lives, both personal and business-wise.
We named the brand ‘MY 5G’ as a play on the word MY (to be owned by all Malaysians) and MY (the acronym for Malaysia).
We created segment-specific messaging, along with a brand identity inclusive of distinctive visual, motion and sonic elements.
Currently, we are working on the MY 5G Experience Centre in Kuala Lumpur, a venue designed to bring the 5G experience to life for B2B audiences.