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

This case study describes a campaign carried out in Malaysia by Digi Telecommunications, a mobile phone service provider, to encourage politeness.

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

Pamela Chia

Campaign details

Brand owner: DiGi TelecommunicationsAgency: Naga DDB MalaysiaBrand: DiGi TelecommunicationsCountry: MalaysiaChannels used: Online video, Social mediaMedia 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...

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