NAGA DDB, together with DiGi Telecommunications, brought home Malaysia’s first-ever gold at the Asian Marketing Effectiveness (AME) Awards 2006 for the recent DiGi Yellow Coverage Fellow campaign.
In total, the DiGi campaign brought home the gold for “Most Effective Use of Advertising in Asia” and a silver AME in the “Best Idea” category.
The AME is the only international marketing award in Asia judged primarily on the measurable impact of advertising campaigns on the clients’ business.
This is Naga DDB’s fifth AME award in four years, and also the first year that any Malaysian brand has been recognised with a rare gold AME award.
Apart from being one of the most consistently recalled campaigns in Malaysia, DiGi’s own brand health tracking showed the DiGi’s Yellow Coverage Fellow garnered an overwhelming 83 per cent approval rating from the public. It is also reflected in the number of letters and e-mails received by DiGi requesting personal appearances.
The campaign also featured heavily in both local and regional media, generating an estimated media value of RM826,144.83 at the time of submission back in April this year. In the same period, Naga DDB also tracked and documented 349 online blog mentions in at least three different languages and 50 YouTube films, including six home-made spoofs.
“I think of all the votes approval we’ve received from this campaign, the huge public following and affection the Yellow Coverage Fellow has shown — both online and in the letters DiGi received — have been the most gratifying.
“You know you’ve done something right when people ask for Yellow Man baby-sitting services and guest appearances at weddings,” Naga DDB managing director Chit Quah said in a statement.
Naga DDB’s win follows a series of recent coups for the agency, including being named Malaysia’s “Agency of the Year” for the second year in a row by Campaign Brief Asia as well as securing new assignments from Astro and IGB Corp.
Among those present to receive the award were DiGi’s principal brand consultant Steven Mak, associate Marcom consultant Rema Chetty, Naga DDB’s creative director Alvin Teoh, creative group head Richard Koh, business unit head Sarina Sham and brand manager Sazrina Samat.
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