Advertiser: DiGi Telecommunications Sdn Bhd Brand: DiGi Internet Creative Agency: - Credits: -
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Blackberry? HTC? Samsung? iPhone? Consumers are spoilt for choice. Too many choices coupled with ad bombardments on which device to get, which telco plan to choose etc. can be overwhelming to the consumer. DiGi recognized this and threw a challenge to simplify ads / messages on a small budget.
The recent Nielsen’s Global Advertising Trust Survey revealed that 91% of consumers consider recommendations from friends & family – ‘word- of-mouth’ is the most trusted form of advertising for mobile devices. This insight also suggested that anyone who has an unbiased ‘voice’, regarded as credible amongst the community, will earn trust over an advertiser’s voice. The idea: use real people to debate about the mobile devices, voluntarily!
DJs JJ and Ean from Hitz.fm were asked to debate on 2 mobile devices – Blackberry Bold and HTC Incredible. Each DJ took a stand on which device is better and ‘battled’ on radio. Listeners would call in and state why they preferred which. This generated user recommendation first hand. Similarly, on a Malay station, we had Era DJs doing the same. Cost spent was minimal and a whole lot of earned media through word-of-mouth generated!
Listeners called in support of their favourite DJs but a lot of them were supporting the mobile device that they strongly believed in. The on-air debate generated a frenzy during the respective segments. Phone lines were ringing off the roof!