Challenge
- Cut through the clutter of Ramadan-Raya ads and engage with consumers emotionally
- Improving Digi’s affinity towards the Malay youths across all Malaysian states
Solution
- To bring forth the message, Digi’s ambassadors Akim and Stacy, a pair of newly wedded celebrity couple
- Connect with customers by composing a Raya song to convey the campaign message through its lyrics
- Content Amplification – TV platforms (Ria SD & Ria HD) ; Digital – Astro Gempak, Facebook, Twitter, YouTube
- Music Video – Stacy & Akim composed a Raya song with the campaign message through its lyrics
– A music video was release together with the webisodes
- Webisodes – 5 episodic mini series was produces as a reality TV programme of the couple
Results
- 45% increase in brand health
- Music Video on Astro Gempak, played 55,000 times
- Reached out to an estimated total of 9million Malay youths