Malaysian Media Awards Winners Showcase

2014 | |

DiGi’s mobile internet grew, thanks to #Buddyz!

Advertiser: DiGi Easy Prepaid
Brand: DiGi Telecommunications
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- smartphone ownership growth increased by 27%. The exploding data demand has 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
Television remains as a key entertainment space for youth; however, the audience no longer passively watch. 57% of TV audience supplement their TV viewing habits with smartphones. The agency saw an opportunity with this insight to help drive immediate data usage, i.e. revenue for DiGi. Following from 2012’s success of Buddyz, DiGi was already embarking on a second season on TV, entitled #Buddyz. Instead of the same old branded content on TV idea, we decided to make #Buddyz inherently social where we can enable conversations and social interaction for our TV audience. Our idea, “Make #Buddyz SOCIAL” was a three prong approach – pre-hype, awareness, engagement. A 16-episode minisodes, title “#Buddyz” depicted 5 friends and their lives where DiGi Easy Prepaid was seamlessly integrated into each episodes. [Phase 1] Radio to pave pre-hype for #Buddyz’s new song by Aizat [Phase 2] Premier minisodes on TV and YouTube [Phase 3] Extend engagement by integrating 2nd screen

The Execution
[#Buddyz and] We teamed up with local singer, Aizat and crowdsourced inspiration from listeners for his new song, which coincidentally was to be the soundtrack for #Buddyz. Aizat’s interviews on air hyped up audience’s submissions. ran a ‘never been done before’ Twitter- Radio campaign. Tweets were called out for lyrics for Aizat’s song. The best lyrics were featured in the song’s chorus. 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. [#Buddyz on Screens] Weekly, 16-episodic minisodes were aired on Astro Ria followed by on YouTube. TV audience interacted with cast of #Buddyz via a “cyber living room” from their mobile devices. They were able to tweet their favorite cast live during each episode making the programme more engaging. [#Buddyz on Digital] Facebook day targeting strategically pushed out a message “Stay tuned to #Buddyz” to retain audience’s attention. #KataBuddyz contest allowed audience to tweet their favourite #Buddyz’s script for a chance to win HTC phones.

The Results
#Buddyz was watched by 2,400,000+ viewers across 16 weeks on television. Social TV activation drove 150,000,000+ exposure whilst Twitter-Radio activation garnered 45,000,000+ exposure in social space. •Social TV activation helped 70% of the audience to recall DiGi’s offer

  • Q3’13 vs. Q3’12 mobile-internet revenue +5.8%
  • Q3’13 vs. Q2’13 Prepaid subscriptions +3% •75% of the Malay youth could name the programme title correctly
  • Q3’13 Youth brand preference +6%
  • Malay youths started using #buddyz #digibuddyz across social