2012

Challenge
Concerts are held in key cities depriving smaller towns of fun and excitement. Countryside folk have to travel far to watch them. DiGi recognizing this took the opportunity to build affinity with countryside folk residing in markets lowly penetrated by many brands. Moreover DiGi can get closer to the heartlands!

Solution
Countryside folk are deprived of live entertainment, yearning for concerts to take place in their towns. The idea: Take concerts where no brands have gone before! Bring excitement to the deprived and they are forever indebted to you! However rewards earned are more valued than those easily given -therefore the towns had to ‘work’ for the concerts. Townsfolk needed to rally the locals for votes. Winning towns are rewarded with concerts.

Execution
Through radio – announcers seeded the challenge on air, “Tell us which town you want us to go and we will be there!” Listeners are required to vote for their towns to be invaded by Jelajah Desa Concert by DiGi. Celebrities lined up included Aziat, Lisa Surihani, Era’s DJs and many more! Through on-ground activation – DiGi also ran ‘meet & greet’ sessions by celebrities to keep contest momentum going.

Results
Jelajah Desa bersama DiGi resonated astoundingly with the local youth:
•Achieved 83% of TARGETED crowd (vs. 75% as planned vs. 10% from previous activities).
•The RIGHT crowd – 80% of Malay Youth, 20% of Malay Families.
•First success building inroads into the Malay Youth market in secondary. towns.

Challenge
After the successful launch of Coway Spa Water Softener, the client needed to sustain the market buzz created. Product now needs to go beyond education, and the brand needed to create a stronger tie with Chinese housewives, and female professionals.

Solution
Our research showed that Malaysian Chinese women aged 25-45 didn’t feel the water they used at home was hard, hence had no need for the product. We needed to connect with them using emotions to break through rational objections. We decided to leverage on the emotional connect and familiarity that radio host has with our target group. Radio hosts selected are also famous drama casts on 988, who became our “story-tellers”.

Execution
We created 5 emotional stories on 988 linked to benefits: 1. Son who lives away from his mother buys her a gift (health). 2. Aunties talk about their daughters (hygiene). 3. Mom and daughter-in-law discuss how moist their skins are (skincare). 4. Pregnant girl chatting with her cousin (good for pregnant mothers). 5. Two colleagues checking out each others’ skin at work (beauty). An 80 sec contest followed each 90 sec story, reinforcing product message.

Results
Awareness level increased by 20. Intention to purchase in the next two months increased by 30%. Trial rate increased by 100%, for two consecutive months. Conversion into purchase: 20%.

Challenge
The NIKE ‘WE RUN KL’ 10K reached its target of 8,500 runners in four days, leaving many interested participants disappointed. As a major catalyst in cultivating the passion for running among youth, how could Nike continue to motivate runners who were unable to join Nike ‘WE RUN KL’ 10K?

Solution
Insights revealed that runners connect with, motivate and inspire each other. Malaysian youth love a good challenge; they also show strong affinity to HOTFM DJs who command a vast following of youths. Nike created the Run Buddy Run (RBR) challenge, in partnership with HOTFM. The unique platform allowed HOTFM listeners to partner with the influential DJs as running buddies, teaming up online using the Nike+ technology to beat the running mileage of other teams.

Execution
Listeners were asked how they would make running fun. The best answers were eligible to pick a DJ as their run buddy. Both would run simultaneously to collect mileage; the team with the highest mileage within the week would win. Running experiences of both parties and mileage leaderboards were broadcasted live and updated on the DJs’ social media page, and live calls were conducted to check on slacking teams and to motivate them.

Results
Both DJs and listeners motivated each other to accomplish their running goals. In less than five days, we connected with 3,400 listeners interested to participate in the challenge. The Run Buddy Run challenge contributed to an additional 40% youth runners to NIKE ‘WE RUN KL’ 10K, so to speak.

Challenge
Blackberry? HTC? Samsung? iPhone? Consumers are spoilt for choice. Too many choices coupled with ad bombardments on which device to get, which telco plan to choose etc. can be overwhelming to the consumer. DiGi recognized this and threw a challenge to simplify ads / messages without spending a huge budget.

Solution
The recent Nielsen’s Global Advertising Trust Survey revealed that 91% of consumers consider recommendations from friends & family – ‘word- of-mouth’ is the most trusted form of advertising for mobile devices. This insight also suggested that anyone who has an unbiased ‘voice’, regarded as credible amongst the community, will earn trust over an advertiser’s voice. The idea: use real people to debate about the mobile devices, voluntarily!

Execution
DJs JJ and Ean from Hitz.fm were asked to debate on 2 mobile devices – Blackberry Bold and HTC Incredible. Each DJ took a stand on which device is better and ‘battled’ on radio. Listeners would call in and state why they preferred which. This generated user recommendation first hand. Similarly, on a Malay station, we had Era DJs doing the same. Cost spent was minimal and a whole lot of earned media through word-of-mouth generated!

Results
Listeners called in support of their favourite DJs but a lot of them were supporting the mobile device that they strongly believed in. The on-air debate generated a frenzy during the respective segments. Phone lines were ringing off the roof!