Malaysian Media Awards Winners Showcase

2014 | |

Social Driven Soundtrack

Advertiser: DiGi Telecommunications
Brand: DiGi Easy Prepaid
Creative Agency: TBWA
Credits: Starcom — Joanne Ong (Planning Manager),Lua Yih Haur (Media Planner)

The Challenge
The mobile industry is in a phase of intense change with smartphone ownership growth of 27%. The exploding demand for data resulted in DiGi Prepaid to aggressively acquire & increase its data subscriptions. In order to thrive competitively, we needed to examine the multi-screen entertainment behavior that drives data usage.

The Solution – Insight & Idea
Following 2012’s TV success of Buddyz, DiGi was already embarking on a second season entitled #Buddyz. A new soundtrack was required for #Buddyz. Aizat, a local popular singer agreed to write a song for the minisodes. The song will be released prior to the first episode of #Buddyz. We needed to get Aizat’s followers’ excited about the new song prior to the release. Our aim was to make #Buddyz inherently social across all the platforms, even on radio. The radio channel route was used hype the release of the new 16- episodes minisodes, via the new soundtrack by Aizat. The idea: “social driven soundtrack”.

The Execution
We teamed up with on a ‘never been done before’ Twitter- Radio campaign in collaboration for Aizat’s new song, which was to be the soundtrack for #Buddyz. This “social driven soundtrack” aimed to crowdsource inspiration for Aizat’s new song. Aizat was to be interviewed on air asking his fans to help suggest lyrics for his new song. Tweets were to call out to listeners to tweet in “lyrics” for Aizat’s song by #buddyz or #TakkanTerpisah. Aizat will then select the best lyrics to form his chorus. He will also select three winners to dine with him. premiered the song prior to the release on #Buddyz. This soundtrack was promoted on air, getting listeners to catch the new episodes of #Buddyz on Astro.

The Results
The Twitter-Radio campaign drove 45,000,000+ exposures on social space. Aizat selected from the shortlist of 100 entries to help complete his song. The campaign contributed to DiGi’s brand health and business.

  • Q2’13 vs. Q1’13 mobile-internet revenue +10.6%
  • Q2’13 vs. Q1’13 Prepaid subscriptions +1.9%
  • 75% of the Malay youth could name the programme title correctly
  • Malay youths started using #buddyz #takkanterpisah across social conversations