Digi, Malaysia’s leader in prepaid telco services had lost focus over the years and needed to re-discover what it stood for as a brand. It also needed to focus more on consumer segments that would drive growth in the future: intensive users of mobile internet.
We developed the new positioning summed up by the phrase ‘Share What Inspires You’. It is aimed at consumers who use mobile internet as a source of inspiration in their daily lives and are inclined to share content. Digi’s role is to help spread this inspiration, infecting the world with fun, excitement and optimism.
as a platform for digital inspiration
We re-designed the brand across all touch points to express the new positioning and Digi’s sharpened personality – imaginative, fun, energetic and simple. Part of the objective was to bring the brand closer to its parent company, Telenor Group, without losing its strong brand assets: its colour, its spirited personality and its simplicity.
We helped the client to identify innovation platforms to differentiate from the competition, and we developed an employee value proposition to bring the brand to life for current and prospective talent.