Malaysian Media Awards Winners Showcase





2012 | |

Get 100 Experiences on Paper!

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi Super Reload Social
Creative Agency: -
Credits: -

Challenge
Telco sales promotions are getting routine- more smses, data and free calls – a bore! Creating excitement, DiGi presented “an offer of 100 experiences”. We had 100 awesome experiences to shout about. Running 100 FPFC ads will deplete our budget! How to tell Malaysia that we have 100 experiences to offer?

Solution
Youth are always looking for entertainment – their life source. Instead of them looking for it, we brought entertainment to them – meaningful experiences for them and their buddies (multiplier effect). The idea: Don’t just sit down, experience something. There are so many things to do out there, DiGi is giving away 100 awesome experiences with an underlying message, “Don’t just take our word for it, see it for yourself”.

Execution
To provide audience the right experience, we engaged them when they were reading up on their interest. If it was music, an ad was placed telling of a chance to hang out with Aizat. If they were catching up on fashion, the ad tells how one can be a fashionista! QR codes connected readers to videos of 100 experiences. To win these experiences, they need to buy DiGi Super Reload Social > Scratch > Win an Experience.

Results
In 2 months, DiGi reload cards were sold out! Average reload increase by 24% per subscriber. Over 1,000 people interacted with the QR codes to watch the videos of the different experiences, exceeding the benchmark from 2011’s newspaper QR code campaign that attracted 700 viewers.