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No longer seen as the only value-driven telco out there, U Mobile faced increased pressure to remain competitive. Instead of another price war, we took the crazy route. By introducing Giler Unlimited: a mobile plan so unbelievable, you’ll be crazy for getting in on it! To amp things up, we unleashed our Giler gang—a bunch of quirky characters—to conquer every space, every touchpoint. From fun videos with an earworm rap to outdoor billboards, we painted the nation orange. Not trying to be ‘young’, ‘cool’ or ‘trendy’, we simply unleashed our inner Giler and that spoke to our audience.