‘Internet for all’ campaign delivering for DiGi

It was launched on the back of positive results for the telco when its market share in the mobile broadband market in terms of subscribers grew from zero to 14 per cent by end-March.

This was despite Digi being a latecomer in the market, having less coverage than its competitors and in the face of fierce competition, Albern Murty, head of marketing at DiGi, told Campaign.

Aimed at encouraging more Malaysians to cultivate a mobile internet lifestyle, he added that the ‘Internet for all’ campaign offers users easily accessible and affordable internet, engaging and connecting as many people as possible to adopt mobile internet.

"It is phase 2 of 2009-10's ‘Internet done right’ campaign," he said, "We invested in below-the-line, above-the-line, online and on-ground for phase 2."

The ‘Internet done right’ campaign had Starcom Mediavest and Text100 as its media agency and PR agency, respectively. The ‘Internet for all’ campaign, meanwhile, the media agency is Starcom MediaVest, while PR agency is Rantau PR. Both campaigns are created by NagaDDB.

Under the ‘Internet for all’ campaign, DiGi recently held a finale for its DiGi WWWOW Awards, to reward those Malaysians who are doing extraordinary things online.

A collaborative project with ASTRO, Era.fm, Hitz.fm, Google, Yahoo!, MSN, Nuffnang, Lowyat.net, Malaysia Airlines, Mudah.my, Flickr, Karangkraf, Says.my, Exabytes, Innity and the Malaysian Digital Association (MDA), winners were nominated and voted for by Malaysian netizens. Peugeot was the official car sponsor for the finale.

Since the nominations opened end-April, the hashtag #digiwwwow has been tagged thousands of times, while the award name generated 2.77 million results on Google search, and the wwwow.my website has recorded over 520,000 visitors and 2.6 million page views.

In just two months from the call for public submission, the organisers received 5,192 nominations, while the nominees' canvassing for votes resulted in 228,588 votes cast.