Advertiser: DiGi Telecommunications Brand: Happy Prepaid Creative Agency: Grey Malaysia Credits: Tommy Tan (Senior Planning), Audrey Chong (General Manager)
Rookie brand, Happy Prepaid, a product made just for Kelantan and Terengganu had less than 4% TOM awareness. Use of mainstream advertising was out of the question. Plus Happy Prepaid unusual proposition which required a lot of education to both customers and trade front-liners, ‘Anda Jawab, Kami Bayar 3 sen’.
In order to give Happy Prepaid a fighting chance, we first needed to create mass social acceptance for the brand, and for its unique proposition. We could only rely on local community radio and of course, the oldest mass medium of all: word-of-mouth to build this brand. “KL” symbolizes fun and excitement by Kelantan and Terengganu youth. What was missing from their day-to-day lives was the KL-like excitement in a localised (read: socially-acceptable) way.
We worked closely with THR Gegar, the top local community radio station and with the station’s top DJ Isma Halil and created a new on-air radio segment and off-air radio-driven program built entirely around Happy’s proposition: Answering Calls. Listeners would answer calls from DJs and they would to talk about (and SING, and RAP, CLAP about) Happy’s one-of-a-kind proposition. The other hype was to rally enough people to unleash a street concert.
• 1.56mil listeners tuned in to the AJKB daily radio segment • 11,000+ participated via SMS • 5000+ locals attended the street concert • Recall was 84% within 3 months, 96% recall by end 2010 • Subscribers grew 136% in 3 months • Revenues increased by 217% in 3 months