In 2015, Digi Prepaid lost its No. 1 position to competitors offering crazy-low prices.
We had to win the millennials back, but couldn't afford to wade into the price war.
Our task was to introduce Digi Prepaid LiVE, a new prepaid plan that comes with free streaming quota.
It gave millennials exactly what they want beyond low prices -- an endless stream of content.
So we created Keep On Streaming.
We scoured the weird, random and WAT? world of Internet before locking down the key interests.
Based on trending search keywords, we created targeted bite-sized square videos made for millennials, by millennials.
Content was supported by TV commercial 'loop' and digital media like Google Vogons and targeted contextual ads.
Trend: Pokemon Go
Trend: K-pop
Award for this project:
A+M MARKETING EXCELLENCE AWARDS 2017
Digi Keep On Streaming / Excellence in Brand Awareness / Bronze
Digi Keep On Streaming / Excellence in Brand Awareness / Bronze
