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...