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...