DiGi: WWWOW Internet For All Awards
YouLi Hooi and SuLin Lau
Brand owner: DiGi Telecommunications
Agency: Starcom MediaVest Group and DiGi Telecommunications
Channels used:Direct marketing, Email marketing, Events and experiential, Social media, Television
Media budget: 500k – 1 million
Contrary to traditional telco belief, half of the early adopters of mobile internet were Malay, blue-collar workers and students; all of them content creators of some variety. DiGi saw an opportunity in recognizing Malay internet talents as advocates for DiGi's internet plans amongst Malay targets through the DiGi WWWOW Awards. An interesting media mix of paid, owned and earned media and inception advertising was utilized to promote the awards. Results reflected an all-round spike in talk value and we grew our Malay subscriber base by 40%.