VORT3X was tasked with the highly confidential and successful campaign to launch the iPhone 6 for U Mobile, Malaysia’s fastest-growing telco. Being the fourth telco to introduce the iPhone to the country, U Mobile had to differentiate themselves from their competitors. In order to do this, U Mobile came up with several new strategies, which included being the first to offer the iPhone 6 with Prepaid plan, enabling the purchase of the iPhone 6 with U MicroCredit (U Mobile’s microfinancing scheme), creating attractive subscription plans and also taking their competitors (Maxis, DiGi and Celcom) by surprise.

The greatest challenges of the campaign were its secrecy and the complexity of the new plans combined with the introduction of U MicroCredit, Apple’s involvement in the approval process and the price change of their products in Malaysia at the late stages of the project, as well as the implementation of the Goods and Services Tax (GST).

Despite those challenges, the team at VORT3X pulled through, allowing U Mobile to successfully and permanently disrupt the Telco scene of Malaysia, pushing them forward and upward for many years to come.