I totally respect Digi for pushing the Yellow Man campaign. I thought it was good because its a fresh way of promoting mobile service coverage. Rather than the standard / logical execution that shows the locations that the service is available, Digi simple puts the focus on the consumer by introducing a "yellow man" that follows the customer where ever he / she may go (to the obvious tune of "I will follow Him"). It's classic "consumer-centric" marketing position through the effective TVC.
"The Brand campaign has the top unaided recall currently (Q1 study) and one of the most successful Brand campaign seen in Malaysia for some time (Golden Dreams by B&H was one of those ground breaking campaigns)."
Other than the DiGi campaign, the Celcom Territory campaign was quite OK too, where they basically plastered "THIS IS CELCOM TERRITORY" line about almost every where imaginable - you know, one of those contextual / outdoor advertising execution thingy.
