Digi’s deeper connection

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Telco works towards providing better digital products and services

AS one of the country’s digital service providers with a subscriber base of close to 12 million and growing, one of Digi Telecommu-nications mantras is to deepen its connection with customers.

It has an ambition to become customers’ favourite digital partner and help meet their digital lifestyles. Towards this end, it aims to provide relevant, personalised and digital products and services to enable all Malaysians’ to meet their digital lifestyles.

Digi head of marketing services Bernard Lee tells StarBizWeek that instead of focusing on milestones and achievements as the nation’s largest network by subscriber base, it prefers to engage with Malaysians with intimate stories through the Freedom To Internet proposition.

And one of the ways to achieve this is by rolling out meaningful campaigns with close connections to customers.

Among these is the latest Raya campaign #NiatBersama, which was inspired by the life experience of sportsman Nidzam Jamil, Rah Rah Internet campaign and Raja Futsal campaign.

This campaign was designed to provide a platform for customers to spread hope and joy to people around them, especially the less fortunate.

Building on the momentum of Ramadan month and Raya celebration, Digi launched the Rah Rah Internet campaign last month as anticipation built up to the World Cup.

The campaign introduced new postpaid plans to provide customers with more options and value through Digi’s advanced 4G Plus network, which include Digi’s borderless connectivity, enabling customers to enjoy worry-free roaming services – data and voice calls – while roaming in ten different countries namely Australia, Brunei, China, Hong Kong, Indonesia, Myanmar, Singapore, Taiwan, Thailand and the Philippines.

The Raja Futsal campaign was launched with sports being a unifying force that brings Malaysians together and that futsal, a popular sport among Malaysians, for them to show their skills to the nation and walk away with amazing prizes.

Elaborating on the campaigns, he says they are all linked to Digi’s Freedom To Internet proposition.

Different strategy: Lee says the campaigns are all linked to Digi’s Freedom To Internet proposition. 

“As a brand that is obsessed with connecting our customers with what matters most, we wanted to feature these intimate stories and projects to foster a deeper connection with Malaysians. So themes of family, friendship, dreams and aspirations fit in naturally,” he adds.

On the creativity of the campaigns, Lee notes that it is important to find the X factor between customer insights and brand truth that is close to Digi.

Lee adds: “It’s about balancing two key factors of humanity and technology. Technology is ubiquitous today, from building the core of content as well as delivery platforms.”

As part of the transition to becoming an Internet company that provides great digital experiences, Digi wants to create propositions around borderless connectivity and family, he says. He notes this is something it started last year, adding that this year it wants to continue refining these propositions for customers.

On how Digi as a brand is positioning itself compared to its competitors, he says: “At the core of our brand lies the ambition/ vision to become a leading integrated digital services enabler in 2020 – something that we’ve also reflected in our statement to become Malaysians’ favourite digital lifestyle partner.

“In order to do so, we have begun the transition – in fact, we are halfway through the transition from being an innovative telco that provides great internet plans to becoming an internet company that provides great digital experiences.

“To summarise: our purpose is to connect Malaysians to what matters most to them, anchored by our vision to become the preferred digital provider for Malaysians.”

There are four values/behaviours that lies behind the Digi brand: Always Explore, Create Together, Keep Promises and Be Respectful.

Always Explore involves believing that growth comes from learning every day. Create Together shows that diverse teams find better solutions while Keep Promises relate to trust, which is key in all relationships. Be Respectful revolves around the unique human ability to understand what matters for people.