DiGi: DiGilympics - Cutting through the clutter of Olympic Advertising

This case study describes a campaign by Digi Telecommunications to promote their post-paid mobile phone subscription market in Malaysia, in the context of the 2012 Olympic Games.

DiGi: DiGilympics – Cutting through the clutter of Olympic Advertising

Su Ling Chan and Pamela Chia

Campaign details

Brand owner: DiGi TelecommunicationsAgency: Naga DDB, Starcom MediaVest MalaysiaBrand: DiGiCountry: MalaysiaChannels used: Internet – general, Newspapers, Radio, TelevisionMedia budget: 1 – 3 million

Executive summary

This case study demonstrates how DiGi Telecommunications staved off an anticipated slowdown in postpaid subscription rates for 2012, with a mid-year campaign that cut through the Olympic advertising clutter and comprehensively arrested the decline by truly championing the spirit of the Games.

The year 2012 had...

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