Happy Prepaid: “Anda Jawab Kami Bayar 3 Sen”

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Digi Telecommunications Sdn Bhd
Agency: Starcom Malaysia
Brand: Happy Prepaid
Campaign duration: March 2010-December 2010
Country: Malaysia
Media budget (USD): Up to $500,000
Channels used: Branded content, events, games/competitions, mobile, out of home (all forms), product placement, radio (local), sales promotion, sponsorship (event or property), word of mouth

EXECUTIVE SUMMARY