Malaysian Media Awards Winners Showcase

2011 | |

DIGI Big Boys Like Big Toys

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi
Creative Agency: Naga DDB
Credits: Sarina Sham (General Manager), Caroline Kong (Account Director), Lee Chin Chuan (Senior Account Executive), Alvin Teoh (Executive Creative Director), Chris Chong (Senior Art Director)

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The large corporate accounts game was cornered by Maxis and Celcom. After all, it made sense for big boys to stick together, seeing that they were the number 1 and 2 telco providers in Malaysia. As these accounts were usually established, DiGi needed a smarter way to get noticed.

The usual modus operandi for this market was Direct Marketing mailers, followed by personal calls. Unfortunately, everyone wants the attention of a big corporation. The only way we realized we could stand out, was to literally go big (or go home). Our campaign sought to catch the eye of a decision maker or influencer with impossible to miss attention grabbers. We wanted attract the big boys with a few big toys!

Instead of trying to get up to the secretary’s desk, we decided to utilize their main access route, their large shiny foyers. There, we placed tastefully designed but massively oversized origami structures of bulls, ships, television, and credit cards. Plus our giant call-cards from our CEO, they were impossible to ignore.

By taking a different approach, we saw a tremendous ROI. Not only was the interaction rate a whopping 25%, but for the USD 4818 we spent, we generated USD 266,095 worth of business, 47.8% higher than our target of USD 180,000.