DiGi Telecommunications: WWWOW Awards – Celebrating Malaysia's Internet Inspirations

Pamela Chia

Campaign details

Brand owner: DiGi Telecommunications
Agency: Naga DDB Malaysia
Brand: DiGi Telecommunications
Country: Malaysia
Channels used: Email marketing, Internet – display, Internet – general, Public relations, Social media, Television
Media budget: 500k – 1 million

Executive summary

This is how DiGi Telecommunications accessed the massive untapped mobile internet market in Malaysia by recognising Malay internet talents through the DiGi WWWOW Awards, converted them into advocates for the brand and increased subscription for DiGi's mobile internet.

Contrary to the belief traditionally held by most of Malaysia's mobile service providers, half of the early Malay adopters of mobile internet were, in reality, blue-collar workers and students – all of them content creators to some degree.