CASE STUDY: NagaDDB sells Blackberry to Malaysia's youth

Background

BlackBerry is a smartphone that’s synonymous with business, but with thousands of apps to choose from, it isn’t all work and no play.

Aim

Major telco Digi wanted to reposition the BlackBerry as a smartphone for social media savvy youth and young adults by educating the public about its tailor-made BlackBerry plans and the variety of fun ways in which you can interact with the device. 

Execution

NagaDDB launched a ‘What Berry are you?’ campaign including traditional branding communications and executions on Facebook.

Microsite and social media game WhatBerry.my was created to let users tag each other as a 'Berry', take a WhatBerry personality test to unlock one of 48 unique Berry personalities as well as download wallpapers, avatars and blog badges with their unique Berry persona.

Users could also guess their friends' personas to earn Berry points. Six limited edition BlackBerry smartphones were given out to the top participants at the end of the campaign.

Results

Within the first week following the lauch, the campaign had 
achieved 70 per cent of its online sign-ups. Thousands of Facebook walls were plastered with Digi's WhatBerry branding. 

Besides a 25 per cent increase in daily active BlackBerry Prepaid subscribers, the online contest recently concluded and end figures exceeded even the extended key performance indicators for unique campaign sign-ups, reaching almost 45,000 consumers and 89,000 unique visitors via WhatBerry.my.