DiGi Telecommunications: Dear Malaysians – Renewing hope, one apology at a time

Pamela Chia

Campaign details

Brand owner: DiGi Telecommunications
Agency: Naga DDB Malaysia
Brand: DiGi Telecommunications
Country: Malaysia
Channels used: Online video, Social media
Media budget: Up to 500k

Executive summary

From general rudeness to political and racial tensions, there was much for Malaysians to be angry with fellow Malaysians about. DiGi saw an opportunity for spreading positivity during Malaysia's two biggest events, Hari Raya Puasa and National Independence Day, through a video depicting Malaysians apologising in public to other Malaysians.

The results reflected an all-round spike in talk value surrounding the campaign, thus showing that a simple message like 'forgiveness' can go a long way in touching consumers emotionally.

Market background and business objectives