| Title | WHAT BERRY ARE YOU? |
| Brand | DIGI TELECOMMUNICATIONS SDN BHD |
| Product / Service | DIGI BLACKBERRY PLAN |
| Category | A05. Consumer Services |
| Entrant | NAGA DDB MALAYSIA Selangor, MALAYSIA |
| Entrant Company: | NAGA DDB MALAYSIA Selangor, MALAYSIA |
| Advertising/Web Design Agency: | NAGA DDB MALAYSIA Selangor, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Alvin Teoh | Naga DDB Malaysia | Executive Creative Director |
| Loo Chun Guan | Naga DDB Malaysia | Art Director |
| Chan Woei Hern | Naga DDB Malaysia | Copywriter |
| Ng Lye Yee | Naga DDB Malaysia | Designer |
| Caroline Kong | Naga DDB Malaysia | Brand Director |
| Lee Chin Chuan | Naga DDB Malaysia | Brand Manager |
| Ng Lye Yee | Naga DDB Malaysia | Illustrator |
| IFisobar | IFisobar | Web/Multi Media Designer/Programmer |
| Chan May Ling | DiGi Telecommunications Sdn Bhd | Head of Marketing Communications |
| Loo Chun Guan | Naga DDB Malaysia | Illustrator |
| Birdie Ting | IFisobar | Illustrator |
BlackBerry is a smartphone associated with business users. To target social media-savvy young adults, we created 38 Berry characters with unique personalities that are tied to a specific BlackBerry mobile internet plan. People can take the WHAT BERRY ARE YOU? personality test to find out just exactly what kind of Berry they are. We also challenged people to guess their friend’s Berry personality on Facebook and wall feeds were plastered with WhatBerry characters and avatars. In 2 months, DiGi experienced a 3-fold increase in BlackBerry mobile Internet plan sign-ups.