Emily Tan
Jul 11, 2011

CASE STUDY: Yuna attracts 90,000 hits in two weeks for DiGi

KUALA LUMPUR - DiGi and NagaDDB have reintroduced their youth-targeted Blackberry promotional campaign, this time tapping into the popularity of Malaysia's leading songstress, Yuna.

DiGi and NagaDDB leveraged local singer's popularity
DiGi and NagaDDB leveraged local singer's popularity

Background
Digi and NagaDDB had managed to promote the telco's Blackberry services successfully via a digital interactive personality-quiz oriented campaign, 'What berry are you?'. This time around, they are looking to focus on an even more niche audience - young Malay adults.

Aim
To build awareness among the young Malay adult segment leveraging on the popularity of Malaysian singer, Yuna - Malaysia's most well-loved singer, with over 900,000 'fans' on Facebook. However the window of opportunity was small, NagaDDB had only four weeks until Yuna's DiGi sponsored concert.

Execution
The concert was made 'Super Secret'. To attend, fans of Yuna had to go through a virtual obsctacle course of games to make the concert happen as well as earn their free tickets. In the process, they learned about DiGi's six Blackberry plans.

Clues to the 'Yuna Inspired Secret Concert' were only revealed when the event's Facebook page received a certain number of participants. At 3,000 fans, the time and date was revealed; at 6,000 the venue. Fans could also pick up 80 exclusive tickets by completing all the games.

Results

By the end of two weeks, all tickets for the concert, held 30 April 2011, were snapped up with close to 93,000 unique visitors on the event's microsite.

Related Articles

Just Published

33 minutes ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

2 hours ago

Agency Report Card 2024: Accenture Song

From creative accolades at Cannes to its signature tech-driven growth, Accenture Song in APAC is well-positioned but needs to further tap into diversity as competition for transformation work intensifies.

2 hours ago

Agency Report Card 2024: Cheil Worldwide

The need for diversification beyond its parent, across clients, talent and DEI efforts is no longer optional. It’s a business necessity.

2 hours ago

Agency Report Card 2024: Assembly

Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.