DiGi: DiGilympics – Cutting through the clutter of Olympic Advertising
Su Ling Chan and Pamela Chia
Brand owner: DiGi Telecommunications
Agency: Naga DDB, Starcom MediaVest Malaysia
Channels used: Internet – general, Newspapers, Radio, Television
Media budget: 1 – 3 million
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 not been anticipated as being a good one for postpaid subscription rates in Malaysia, due to the slowing down of the mobile postpaid boom, consumer confidence levels dipping, and impending network LTE upgrades.