Advertiser: Digi Telecommunications Sdn Bhd Brand: Digi Corporate Creative Agency: - Credits: -
Digi aspire to be the #1 mobile network in Malaysia but facing compelling challenges when competing against market leader – Maxis, who lead in both scale and advertising budget. To win in the penetration game Digi needed a new communication approach.
Insight, Strategy and the Idea
Getting consumers to switch to Digi network using the conventional advertising approach is getting more challenging as they are not easily convinced by the promises in the ads. It’s a known fact that the best advocacy is by word of mouth and recommendations by friends and family. Digi needed to identify a strong key ‘influencer’ that is able to convince Malaysians to convert to Digi.
Digi leveraged on top influential radio brands under No.1 radio station network in the country – Astro Radio, riding on its capability in both reach and affinity. Astro radio had always been relying on their landlines to communicate with their listeners. With the evolution and the rise of new communication platforms like WhatsApp, they needed to digitize their platform to stay connected with their listeners. Hence, we saw the opportunity to bridge these two giants together to form a win-win Media partnership – Malaysia’s Largest Portover on air. The idea kicked off by getting all the Astro Radio stations to port their existing landlines hotline number into Digi’s line by using “016” from May 2017 onwards. This Digi line will be used by listeners to reach out to the station DJ for interaction throughout the day and vice versa.
Results and Effectiveness
With this first in Malaysia idea, Digi became to be the #1 mobile network in Malaysia with 11.85mil mobile subscriptions in Q317. Achieved a 66% digi brand recall rate via radio and a positive deliverance of 18% on brand insistors score in brand health tracking in July-August 2017.