Malaysian Media Awards Winners Showcase

The Challenge
97.3% of Malaysian business establishments are SMEs. Demand for data in this segment is growing, and competitors are firmly entrenched in the market. DiGi however had a superior product advantage: Plans with the most cost efficient flexibility. Now all we had to do was stand out in a crowded and difficult-to- penetrate environment.

Insight, Strategy and the Idea
Spending time with SMEs revealed three important truths: Business owners trust other business owners, new start-ups look up to successful start- ups and ‘Value’ was very important to SMEs. As well, SMEs relied on SME- related magazines both as a source of information, and inspiration. Knowing our audience and having a great product weren’t enough. We needed a powerful, simple. single- minded thought to drive communications: “Better value deliver better results”

Media Execution
Ironically, a clever headline or fancy photo-shoot would only put us on the same level as our competitors. The way forward was to speak to our target audience in their language, and connect with them in a practical and meaningful way. We partnered with an established SME magazine, ‘Malaysia SME’ and developed a series of compelling stories from successful business owners. Our ‘ambassadors’ came from very different backgrounds. They talked about their dreams, hopes, struggles, fears, and failures. They also talked about how DiGi’s value plans delivered positive results. The discussions were open, honest, and real.

Results and Effectiveness
Our monthly ads became part of the magazine’s offering. Only it wasn’t advertising, advertorials or opportune product placements. Business owners felt as if they were having a one-on- one with a friend, confidant, and mentor. The communications came from the heart, and spoke to the heart. As soon as the campaign broke, people started talking about, and sharing the work. Best of all, Digi’s business enterprise segment surged to 350% during the campaign period.