As a challenger to well-established rivals Celcom and Maxis in the highly competitive telco sector, DiGi's network coverage was its weakest point. A perceived gap in coverage and quality continued to widen, adversely affecting the brand. DiGi set out to narrow the gap in the brand attribute 'good network coverage' by outpacing Maxis' growth. It also set out to stem the decline in brand imagery across a mass-market audience.
To help in achieving its goals, DiGi worked with Naga DDB to create the Yellow Coverage Fellow (the colour yellow is strongly associated with the brand). The unusual, distinctive character and its signature theme tune, 'I will follow you', were symbols of the brand's quest to 'always be with' its users. The character was introduced in a TV and online campaign, which was extended in a second phase that provided further insight into its 'life'.
DiGi improved from 26 points to 44 points in the brand score for 'good network coverage', while Maxis improved from 54 to 59. Overall brand equity also increased, and the ads scored highly for recall and likeablility in post-campaign research.
This article was originally published as part of the 2010 Top 1000 Brands report.