DiGi Prepaid woos youth as MTV tie-up ends

The TV and print push, by McCann Erickson, marks the end to DiGi's association with MTV, a co-branded partnership called the DiGi Prepaid MTV Power Pack.

"When we first partnered with MTV we wanted to connect DiGi to youth - which we have now successfully done," said Pratik Thakah, deputy MD and chief strategy officer, McCann WorldGroup Malaysia. "But we knew that one day we would have to go it alone, and 2007 would be the last year of our association."

The campaign looks to reaffirm DiGi as the product of choice for youth, positioning the brand as one that makes technology a fun part of life. "The creative strategy was that DiGi is so affordable and entertaining that everyone - and everything - wants to talk," said Thakah.

The campaign, which features a talking lizard, carries the strapline 'Fu-yoh!' (which means 'wow' to all Malaysians regardless of ethnicity).

Maxis and Celcom have greater market share, but DiGi was the fastest-growing of the three last year - and one reason why Maxis called a creative review in January (Media Online, 5 January).

McCann handles the bulk of DiGi's pre-paid business, as well as youth marketing and Malay groups. Naga DDV handles B2B and post-paid business. The two won the business after a pitch in 2004 saw Lowe leave DiGi's roster.