CASE STUDY: Yuna attracts 90,000 hits in two weeks for DiGi

Background
Digi and NagaDDB had managed to promote the telco's Blackberry services successfully via a digital interactive personality-quiz oriented campaign, 'What berry are you?'. This time around, they are looking to focus on an even more niche audience - young Malay adults.

Aim
To build awareness among the young Malay adult segment leveraging on the popularity of Malaysian singer, Yuna - Malaysia's most well-loved singer, with over 900,000 'fans' on Facebook. However the window of opportunity was small, NagaDDB had only four weeks until Yuna's DiGi sponsored concert.

Execution
The concert was made 'Super Secret'. To attend, fans of Yuna had to go through a virtual obsctacle course of games to make the concert happen as well as earn their free tickets. In the process, they learned about DiGi's six Blackberry plans.

Clues to the 'Yuna Inspired Secret Concert' were only revealed when the event's Facebook page received a certain number of participants. At 3,000 fans, the time and date was revealed; at 6,000 the venue. Fans could also pick up 80 exclusive tickets by completing all the games.

Results

By the end of two weeks, all tickets for the concert, held 30 April 2011, were snapped up with close to 93,000 unique visitors on the event's microsite.