2013 | Silver | Best Use of Radio
Advertiser: DiGi Telecommunications Brand: DiGi Internet Creative Agency: Naga DDB Sdn Bhd Credits: Starcom Worldwide (A division of Vivaki Malaysia) — Carmen Wong (Client Service Director), Tan Chieu Mei (Media Planner) / Naga DDB — Daniel Wong (Account Director), Haruka Teh (Account Executive)
DiGi wanted to leverage the Olympics coverage on TV but its competitor was already the main sponsor. Moreover, viewership surges during the event and Brands would flood viewers with ads to battle out for their limited attention, thus further squeezing DiGi’s share of voice to the bottom of pile.
Both radio DJs JJ and Ean have huge followers. The two of them are massive sports fans. One is a crazy football fanatic, the other is a basketball jock. What better way to get attention is to get both of them to hosts DiGi’s very own Olympics – “The DiGiLympics” on radio. It’s basically Olympics with a twist. We partnered with Hitz.FM to get popular Radio DJs JJ and Ean to pit against each other.
A teaser was tweeted by Hitz.fm that JJ and Ean were getting ‘suspended’. Then we brought radio outdoor where DiGiLympics was aired ‘live’ on site. Both DJs were caged and literally suspended “on air”- 20 feet above ground. They had to rally their radio listeners to get them down. Listeners had #saveJJ or #saveEan on social media; the more tweets and Facebook comments, the faster either JJ or Ean will be lowered to the ground.
The campaign cut through the media clutter and created massive buzz: – 500,000 views on the Facebook posts by JJ and Ean – 5,000 new “likes” on Facebook – 600+ people participated to save JJ and Ean – 1,000 people attended the event.