DiGi: WWWOW Internet For All Awards

YouLi Hooi and SuLin Lau

Campaign details

Brand owner: DiGi Telecommunications
Agency: Starcom MediaVest Group and DiGi Telecommunications
Brand: DiGi
Country: Malaysia
Channels used:Direct marketing, Email marketing, Events and experiential, Social media, Television
Media budget: 500k – 1 million

Executive summary

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%.

Market background and business objectives