Digi has partnered with Naga DDB Tribal to kick off a campaign promoting Digi Postpaid's new value-added service with data and voice usage built into the plans. The campaign, "Listen To The Rainbow", was launched with a web film and a 30-second TVC, telling the love story of a deaf girl and a pianist.
As the pianist travels across the region to pursue his dreams, the couple can be seen connecting with each other through video calls and WhatsApp messages. Throughout the filming process, the team, together with Mojo Films, used colours to indicate how a hearing impaired person can listen to music.
The web film has been shared on Digi's social media platforms as well as their YouTube page, garnering over 2k reacts, 403 comments, 489 shares, and 288k views on Facebook at the time of writing. Similarly, the video has over 310k views on YouTube.
The film was shot and scripted in Chinese as a way for Digi to reach out to its Chinese customers, a statement read. Bernard Lee, head of marketing services, Digi said, "To continue the momentum of Digi’s effort to connect people from all walks of life, the product was built with the intention of making connection more seamless. To further communicate this, a story was built around connecting people regardless of their differences.”
This campaign follows Digi's “Rah Rah Sampai Menang contest”, which combined the AR Facebook feature with Digi’s chatbot.
ECD : Alvin Teoh
Deputy ECD : Paul Lim
Creative director : Ellison Fernandez
Creative group heads : Zaheer Kaisar, Naqib Shamsuri
Copywriters : Izzul Iqram, Raphael Ang
Business unit head : Kevin Teh
Brand director : Adia Suhaimi
Brand manager : Sze Qiuan Law
Project management : Valerie Chan
Head of content studio : Lee Ling Chen
Film director : Barney Chua
Assistant director : Alex Thong
Director of photography : Jeerasak Intasa
Cameraman : Kelvin Soo, Aidil Razali
Producer : Fazlynne Majid
Audio production : Real Time Studios