Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of Activation / Events
Advertiser: DiGi Telecommunications Brand: DiGi Internet Creative Agency: Naga DDB Sdn Bhd Credits: Starcom Worldwide — Carmen Wong (Client Service Director), Tan Chieu Mei (Media Planner) Naga DDB — Daniel Wong (Account Director), Haruka Teh (Account Executive)
Challenge
DiGi wanted to leverage the Olympics coverage on TV but its competitor was already the main sponsor. Moreover, viewership surges during the event and Brands would flood viewers with ads to battle out for their limited attention, thus further squeezing DiGi’s share of voice to the bottom of pile.
Solution
Both radio DJs JJ and Ean have huge followers. The two of them are massive sports fans. One is a crazy football fanatic, the other is a basketball jock. What better way to get attention is to get both of them to hosts DiGi’s very own Olympics – “The DiGiLympics” on radio. It’s basically Olympics with a twist. We partnered with Hitz.FM to get popular Radio DJs JJ and Ean to pit against each other.
Execution
We hung DJs JJ & Ean up “on air”, 20 feet from the ground in a cage each, at e-Curve shopping centre. They had to rally their listeners on live radio broadcast to get them down. First DJ to touch the ground wins. Listeners had to use #saveJJ or #saveEan on social media; the more tweets and Facebook comments with the specific hashtags, the faster either JJ or Ean will be lowered to the ground.
Results
The campaign cut through the media clutter and created massive buzz: – 500,000 views on the Facebook posts by JJ and Ean – 5,000 new “likes” on Facebook – 600+ people participated to save JJ and Ean – 1,000 people attended the event.
