DiGi: WWWOW Internet For All Awards

This case study describes how DiGi Telecommunications launched an award for 'ordinary' content creators in Malaysia to promote their brand.

DiGi: WWWOW Internet For All Awards

YouLi Hooi and SuLin Lau

Campaign details

Brand owner: DiGi TelecommunicationsAgency: Starcom MediaVest Group and DiGi TelecommunicationsBrand: DiGiCountry: MalaysiaChannels used:Direct marketing, Email marketing, Events and experiential, Social media, TelevisionMedia budget: 500k – 1 million

Executive summary

Contrary to traditional telco belief, half of the early adopters of mobile internet were Malay, blue-collar workers and students; all of them content creators of some variety. DiGi saw an opportunity in recognizing Malay internet talents as advocates for DiGi's internet plans amongst Malay targets through the...

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