NECK CHECK BY DIGI

Short List
TitleNECK CHECK BY DIGI
ClientDIGI TELECOMMUNICATIONS
Product/ServiceCONNECTIVITY AND INTERNET SERVICE PROVIDER
CategoryD01. Touchpoint Technology & Tech-led Brand Experience
EntrantNAGA DDB TRIBAL Petaling Jaya, MALAYSIA
Idea Creation NAGA DDB TRIBAL Petaling Jaya, MALAYSIA

The Campaign

Neck Check by Digi is an app that forces the crucial habit of keeping phones and necks upright. Using the phone’s gyroscope, the app tracks the tilt angle. Any tilt more than 20 degrees will totally disengage the phone. A reminder to hold it up will appear and takeover the screen. Once the phone is held upright, the activity on the phone will resume. The app runs in the background and is password protected to prevent kids from deactivating it.

The Brief

Overall budget: RM40 000 (SGD13 408.14) Development of the app: RM20 000 (SGD6704.07) Media spend: RM20 000 (SGD6704.07) • YouTube TrueView for Action • YouTube Companion Banner • Google Universal App Campaign (text and banner)

Creative Execution

On the 21st of May, it became available on Google Play Store as a beta release. Before the official launch, Digi wanted to test the organic response to the app and ensure that it delivered on its promise. On the 13th of August, Digi soft launched the app with plans to launch the app after 6 months of testing.

Describe the success of the promotion with both client and consumer including some quantifiable results

With minimal media spend and no official launch campaign: The app became the No.1 app on Google Play’s Parenting chart after 2 days of the soft launch. 10 out of 10 parents interviewed said that they would download the app. 41.8% returning users since app release on Google Play Store. 67% of users have not turned off the app since launching it on their device. 265,004 views on YouTube Neck Check introduction video within a month. 10 out of 10 kids held their devices upright for 2 hours in a live test.

Explain why the method of promotion was most relevant to the product or service

With growing dependence on the Internet, Digi, Malaysia’s largest network, feels responsible for the implications it will have on the future generation and wants to be part of the solution.

We want to talk to young parents. They are already aware of the risk of text neck. However, restricting their kids from using a device is near impossible as schools now use it as part of the curriculum. So instead of preaching the cause, Digi put the solution in their hands. With this app, they can allow their children to be on their devices without having to constantly hover and remind them to sit upright.

Credits

Name Company Position
Alvin Teoh Naga DDB Tribal Executive Creative Director
Paul Lim Naga DDB Tribal Deputy Executive Creative Director
Rachel Hoo Naga DDB Tribal Creative Group Head
Gui Jiann Rong Naga DDB Tribal Creative Group Head
Candice Chhoa Naga DDB Tribal Copywriter
Peter Yee Naga DDB Tribal Lead Creative Technology
Links
Application URL