Yellow Coverage Fellow
At the end of 2006, DiGi relaunched its brand campaign after 18 months of absence with Yellow Coverage Fellow (or more officiously called, YCF) through a series of television commercials. Originally called Yellow Man, until renamed by DiGi’s marketing team, YCF was created by Naga DDB, DiGi’s advertising agency.
Entitled “DiGi Yellow“, and taglined “DiGi’s WIDEST Coverage. Always with you.“, the commercials incorporated an upbeat theme song “I Will Follow You” that is based on the 1963 Billboard Hot 100 No.1 song “I Will Follow Him” by Little Peggy March. Public response to the campaign was very positive as “I Will Follow You” had become a catch phrase among the Malaysian public.
The Brand campaign has the top unaided recall currently in a Malaysian Q1 2007 survey conducted by Research International and one of the most successful brand campaign in Malaysia since the Golden Dreams campaign by cigarette brand B&H.