Background

2020 was going to be tough. Digi was trying to increase brand loyalty and awareness at a time when the nation was distracted by Covid-19. Gripped by the pandemic, Malaysians moved home, and stayed indoors – making all things Digital critical. The opportunity for Digi was there. We knew Malaysia’s upcoming festive season was promising to become an epic let down for all Malaysians, so it was there that Digi could become most relevant. Social Distancing and the MCO had restricted movement - putting a stop to the togetherness which forms the fabric of the season. Something had to be done to revive the celebrations and the festive spirit of Malaysians, and Digi was the best placed brand to do it digitally. A gamble. Done well, the campaign could make Digi the centre of Raya in the New World. Done poorly, it would only remind Malaysians of what they were

Describe the strategy

Never was a consumer need more apparent, yet a solution more elusive. No one had ever created a campaign like this…in an environment like this. Called Sinaran Raya, the campaign’s strategy was to connect users digitally by reviving key festive touchpoints and bring their celebrations back to life! With over 50% of Digi’s audience on their Social Media Platforms using Malay, we zeroed in on Malay Muslims for highest relevance and would concentrate on Hari Raya as the best way to create loyalty and awareness. Of all the important Raya touchpoints, Music would become the singular focus of Sinaran Raya, since the traditional songs of Raya were highly evocative, nostalgic and did not depend on physical location to participate in. We would use music to get consumers to sing along with us and digitally transport them to the Raya they wanted to have…together

Describe the execution

With the rise of AR Face Filters on Instagram and with critics calling it the new frontier of communication, we decided to tap onto that format to bring nostalgic Raya songs to the users. The campaign was called “Nyanyi Lagu Raya” where we put together a list of most listened to Raya songs and created a karaoke approach where users had to sing the lyrics that were displayed on the screen. They would then share their stories and tag their friends to participate too. As this filter was being hosted on Instagram, we leveraged on existing platforms like Facebook & Twitter to drive traffic to the filter. And to do this, we engaged with local talent show artists (Gegar Vaganza) to try out our filter and share with their fans. We then reposted to ride on their community too.

List the results

The filter was launched on May 4th, 2020 and within just a few weeks, we received a total of 1.7 million impressions. As AR filters cannot be promoted or boosted, all this was achieved organically. Over 135,000 people used the filter and there were 7,200 saves as well. Along with that, the filter was shared 6,000 times within the campaign duration too. Digi’s usual average impressions were between 200,000 - 300,000 and Nyanyi Lagu Raya filter increased it by more than 400%. Same goes to Captures as the initial average was between 25,000 - 30,000 Captures and the Raya filter increased it by over 400%. The filter synergized with the entire Sinaran Raya campaign very well and propelled Digi to top Share of Voice amongst its competitors by taking the lead with 36% of online buzz.