Advertiser: DiGi Telecommunications Brand: DiGi Creative Agency: Naga DDB / IF Interactive Credits: Edhir Eusof (Senior Digital Planner), Audrey Chong (General Manager) Woei Hern/Loo Chun Guan/Caroline Kong/(Naga DDB Malaysia), Richie Khaw (DiGi Telecommunications)
Too little, too late? DiGi, in 2010, offered BlackBerry telco plans, FINALLY! Competitions were two years ahead in market penetration. Sales were pretty fragmented; all three giant telcos were gunning the same target audience. The challenge: To ‘rebrand’ BlackBerry usage and to create a new generation of non-corporate users.
BlackBerry user is widely referred to as “CrackBerry”, which is a reference to the addictiveness of crack cocaine. Understanding the addictiveness of users, we banked on our highly sociable and heavy online gamer’s audience. In essence, ‘Whatever social creature you are, DiGi has a perfect made-for-you Blackberry plan to meet your particular social needs.”Thus was born, the ‘What Berry Are You?” social game; Facebook being the main platform to demonstrate BlackBerry’s social capabilities.
It’s all Social! Connect via Facebook: Whatberry.com.my Play: Players go through a series of questions, then assigned unique ‘Berry -Avatars’ with recommended Blackberry plans to suit their social lifestyles Learn: From pragmatic ‘Bargain Berry’ to highly-strung ‘WTF Berry’, individual’s social media characteristics were perfectly matched with a Blackberry plan. Share: The more you play and share, the more players earn points. Top scorers stood a chance to win limited edition DiGi Blackberry phones.
• 70% of online participation KPI
achieved within week 1
• 88,657 microsite unique visitors
• 443,285minutes spent on site
• 70,000+ participants shared Whatberry.my
• Blogs valued at MYR370,000+
• 270,000 unique Whatberry.my mentions
generated on Google Search
• Plans sold: 183% increased in 2nd half of 2010