Malaysian Media Awards Winners Showcase





2012 | |

DiGi WWWOW — For The People, By The People

Advertiser: DiGi Telecommunications Sdn Bhd
Brand: DiGi
Creative Agency: -
Credits: -

Challenge
DiGi, is a latecomer to the mobile broadband market, over four years later compared to competitors – Maxis, preferred by high value corporate and professional smartphone users; and Celcom, already having won the lion’s share of mobile broadband customers. DiGi needed a campaign making up for lost time and market share.

Solution Millions of ordinary Malaysians are social creatures, spending hours online either uploading or consuming content by others. DiGi needed to engage these online consumers tapping into the mass potential. Thus, DiGi WWWOW “Internet for All” Awards was born to recognize and celebrate “all ordinary Malaysians doing extraordinarily creative things online”, aligned closely to “DiGi Internet Plans for All” communication objective. This novel campaign is Malaysia’s first for and about Malaysians online, generated by Malaysians online.

Execution
DiGi launched ‘The DiGi WWWOW Internet For All Awards’where winners from 16 categories of internet users were chosen based on popular vote. The campaign was designed to be fuelled by three groups of internet users – the Creators of content, their Supporters, and an unprecedented coalition of new media brands. The campaign caught on with Malaysians and saw numerous entries from superbloggers and supports from new media namely YouTube, Lowyat.net, Nuffnang, Hitz.fm etc.

Results DiGi’s initial objectives were exceeded, in 2 months:

  • 5,774 entries
  • 1.4 million images, blogs, videos, discussion threads and tweets
  • 2.6 million pageviews on microsite
  • 230,000 votes cast
  • RM1,551,987 worth of earned media coverage in two months.
  • 9% increase in usage revenues during campaign month.