DiGi: DiGilympics – Cutting through the clutter of Olympic Advertising

Su Ling Chan and Pamela Chia

Campaign details

Brand owner: DiGi Telecommunications
Agency: Naga DDB, Starcom MediaVest Malaysia
Brand: DiGi
Country: Malaysia
Channels used: Internet – general, Newspapers, Radio, Television
Media 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 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.