Malaysian Media Awards Winners Showcase

2017 | |

Digi-fying the Millennials through a strong social connection

Advertiser: Digi Telecommunications Sdn Bhd
Brand: Digi Prepaid
Creative Agency: -
Credits: -

The Challenge
Malaysia has one of the highest smartphone adoption rates globally with no less than 6 major operators fighting for market share. A young population that is increasingly mobile connected, actively streaming and looking for value, could only lead to one outcome – the Data Wars. Challenge: To launch Digi prepaid’s new value packs in this competitive segment via increased consumer awareness on higher data quotas for video and audio streaming.

Insight, Strategy and the Idea
Consumers are online everyday and most time spent goes on streaming music, video content and gaming. Wifi is the connection mode of choice in these data intensive activities. To grow the business we had to wean Malaysians away from wifi by giving them the same streaming experience using their mobile data. We had to trigger the use of passion points (music, entertainment and gaming) to create relevance for the “Keep on Streaming” proposition as part of the launch.

Media Execution
This campaign was brought to life via real-time data crunching and working closely with the creative agency and Google to understand what were the trending conversations and content during that season. Some of the tactics employed: – Leverage on trending keywords and topics across SEM and video – Creation of dynamic videos across the 3 passion points as well as culturally relevant moments – Contextual display and mobile buys for audiences consuming entertainment content – Targeting streaming apps and behavior to ensure our message had traction

Results and Effectiveness
Prepaid Data revenue in Q3 2016 increased by 6% QoQ – Online SIM sales for the Aug-Sep period increased by 85% compared to 2 months ago. Online reload increased by 4% – Brand health: Increase in 2 key category drivers for Digi: best value for money (+2%) and meets your individual needs (+3%). Digi prepaid brand insistors increased by 3% (Chinese +6% & Malay +4% subsegments)