Malaysian Media Awards Winners Showcase

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.