Social media agency SpringCreek Malaysia and Digi go Rah Rah with football fever

SpringCreek, the social media agency within IPG Mediabrands Malaysia, has devised a unique campaign with client Digi Telecommunications (Digi) to join in the current football fever.

As the social media agency on retainer for Digi, the team worked together with Ministry Experience and Monad International to leverage new technology in the form of an AR Facebook Filter to accompany Digi’s chatbot, both of which are central to Digi’s Rah Rah Sampai Menang contest. The contest draws in users to interact with a chatbot personality named Rah Rah Chong, while users are also encouraged to record their most creative cheer whenever a goal is scored by using Digi’s AR Filter on Facebook.

SpringCreek’s Business Director, Kim Chew said, “We have seen this chatbot resonate with the everyday Malaysian sports fan as it resembles a sports pundit with an entertaining personality, which fits Digi’s witty persona well. The World Cup is always filled with hype, so we saw this as the best way for Digi to cut across the clutter of posts and connect in a meaningful way with consumers.”

Since the launch of the chatbot two weeks ago, almost 5,000 users have interacted with Rah Rah Chong over an average session length of 1.81 minutes. “We are seeing a higher level of interaction with this chatbot when compared to the average time users watch an ad on Facebook, which is under 15s,” adds Chew, “This could be in part because he is so amusing.”

The chatbot has its own unique way of educating Malaysian football fans. As Rah Rah Chong himself says, “I’m Rah Rah Chong! Of course la clever, if not clever then what?”

Digi provides mobile voice, internet, and digital services to 11.3 million customers in Malaysia, and is known as a game-changer in product and service innovation within the Malaysian telecommunications industry.

The AR Filter has also seen almost 40,000 impressions, as it is a central part of the contest which will allow the winners to take a trip to one of the famous footballing nations – Spain, Germany or England. To find out more details about the winner of the contest, fans can tune in to Digi’s Facebook Livestream hosted by Hitz FM DJ Arnold Loh.