The truth does matter
Well done DiGi!
If you're not aware, the prepaid war is back in Malaysia, and it's bound to be hotter than ever before. Maxis recently beat DiGi & Celcom to slashing their Hotlink prepaid starter pack pricing, which now retails at RM6. DiGi's Beyond Prepaid starter pack on the other hand was introduced at RM8.50; and as any telco veteran will tell you, every sen slashed is something to sweat about.
Instead of going with the conventional route of slashing their price with a mass-media advertising blitz, DiGi has pumped in some of their budget into The Truth About Prepaid -- think guerilla tactics and your target audience: this is a lethal combo. The truth is, there is a lot of fine print in the prepaid costs of other operators (read: tiers, peak hours, etc), and DiGi went down the path of trying to educate the market - smart. Here's a screenshot of their website in some sweet Flash:
I'd be curious to see what their stats are like for this one. It does make a compelling case study for interactive marketing, especially in Malaysia.
I came across one of their fliers while having coffee at Starbucks. Turns out that they had inserts in The Sun newspaper, which has a daily circulation of 230k (side note: read Jeff Ooi's piece on The Sun's recent claims of an increase in circulation).
20 stickers, no apparent brand name / logo, but just the strong DiGi yellow and a lot about truth. Here are some photos I took with my Nokia 6230:
If you're not aware, the prepaid war is back in Malaysia, and it's bound to be hotter than ever before. Maxis recently beat DiGi & Celcom to slashing their Hotlink prepaid starter pack pricing, which now retails at RM6. DiGi's Beyond Prepaid starter pack on the other hand was introduced at RM8.50; and as any telco veteran will tell you, every sen slashed is something to sweat about.
Instead of going with the conventional route of slashing their price with a mass-media advertising blitz, DiGi has pumped in some of their budget into The Truth About Prepaid -- think guerilla tactics and your target audience: this is a lethal combo. The truth is, there is a lot of fine print in the prepaid costs of other operators (read: tiers, peak hours, etc), and DiGi went down the path of trying to educate the market - smart. Here's a screenshot of their website in some sweet Flash:
I'd be curious to see what their stats are like for this one. It does make a compelling case study for interactive marketing, especially in Malaysia.
I came across one of their fliers while having coffee at Starbucks. Turns out that they had inserts in The Sun newspaper, which has a daily circulation of 230k (side note: read Jeff Ooi's piece on The Sun's recent claims of an increase in circulation).
20 stickers, no apparent brand name / logo, but just the strong DiGi yellow and a lot about truth. Here are some photos I took with my Nokia 6230:
posted by Praveen at
11:09 PM
2 Comments:
there's another version of "truth" here : http://www.thetruthaboutprepaid.com.my/
Thanks for the heads up! I've covered it on another blog post aptly titled "Another version of the truth?"
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