KUALA LUMPUR: Non fungible tokens (NFTs) are a debatable subject having come into existence since 2014.
However, marketing agency Jumix Sdn Bhd is determined to grab the bull by the horns and turn the buzz into more than just a fad with BeUtopia, a universe where characters called BeU live in.
"We believe that this approach (NFTs) will change how brands and businesses work in the future.
"First, we need to get brands familiar with the concept and then offer to help them from end to end in campaign launches," said founder and chief executive officer Sanz Teoh.
Introducing the firm's project BeU, Teoh explained that Jumix's initiative was for anyone who felt misplaced in society for the sole reason of choosing to be different, or out of the norm.
He said the BeU was inspired by Matryoshka dolls known for their representation of a mother carrying a child inside her.
"Prints on prints, inner-wear worn as outerwear, tattoos and piercings as a sign of expression rather than representation; this is why our NFTs are unconventional looking.
"Our community aims to include all walks of life, including the creative people but most importantly, we want to create a safe space where everyone can embrace their strengths and weaknesses and just be themselves in BeU," he said.
Citing many NFT campaigns that had failed because it was seen as a fad, Jumix is committed to change this perception.
Renowned brands like Adidas, Nike, Gucci and FMCG brands are starting to invest in NFTs and the interest is expected to flourish.
Calling out to brands that are willing and ready to join the evolution of marketing with NFTs, Jumix commits itself to bridging the gaps and to help propel businesses and technology into the future to reap what it has to offer.
"We will not use the word guarantee for success in a campaign, especially in the world of marketing.
"But, we want to help our clients greatly improve their chances at success without losing out on costs, time and manpower coupled with a big amount of risks," Teoh said.
Some 10,000 BeU collectibles will be available for sale from mid-May, and hosted on the Polygon blockchain, where collectors can mint without paying for hefty gas fee (the transaction fee on blockchain).
There will be different stages to the project, each to involve and engage with the community.
Upon selling 2,000 collectibles (20 per cent), Teoh said the company would organise a donation to a charity organisation that would be decided upon by its community.
Upon reaching 40 per cent, he said the company would create an AR filter for its users then at 60 per cent Jumix will launch merchandise for the owners of BeU.
"At achieving 80 per cent sales, we will create an actual 3D life-size doll for 30 of our BeU owners and upon reaching 100 per cent, we are looking to create a game for our community.
"There are many other plans that we have in the pipeline but ultimately we want the people and our clients to know that Jumix is ready to help them grow from start to finish with NFTs," he added.