Let me be clear and get the name of this icon/mascot straight.
When this dude first came out, he was aptly reffered to as the digiman until the digi marketing team reffered to him as the Yellow Coverage Fellow (YCF), which was totally uncool, and probably a blip done by Naga DDB.
So for you readers who are not Malaysian. The main character in this commercial is a stereotypical chinese street gangster. Who, fortunately and unfortunately is blessed with realiable reception in the cinema hall.
So the yellow digiman, started out a little creepy, but eventually won the hearts of many Malaysians, with a singular goal in its message, albeit in very funny and relatable ways (to Malaysians anyway). Next up, the maturing of Digiman
When this dude first came out, he was aptly reffered to as the digiman until the digi marketing team reffered to him as the Yellow Coverage Fellow (YCF), which was totally uncool, and probably a blip done by Naga DDB.
I mean, after so much work done into making the digiman extremely likeable ( but not quite cute) + an amazing theme song (that sticks to your head and plays it over and over again when you see something that is remotely close to the yellow colours of digi) to go with the campaign (I will follow you, 1960+ Billboard Chart topper), they decided to rename him YCF?? ... (http://en.wikipedia.org/wiki/DiGi_Telecommunications)
To give you a little background, Digi Telecommunications was growing its business at a rapid rate, from consumer friendly prepaid sim cards and decent packages on the post paid cell phones lines. However, digi was getting the stick for less than desirable coverage quality.
They did improve their network coverage at a rapid rate as well to cope with the growing demand and total landscape of the business. However, all that work would come of no use unless their consumers know it right? Well, in came Naga DDB with their briliant campaign which lasted for years.
This was one the first commercial put out with the yellow digiman installed as the main character. He essentially represents the cellphone coverage which follows the subcriber wherever he/she may be hence, the theme song
The following is 2 part series of commercial shown in the cinemas were absolutely memorable. They were funny and empahasize the point the company was trying to make. These appeared somewhere in the middle of Digi's transformation into a reliable and wide coverage telecommunication company.
So the yellow digiman, started out a little creepy, but eventually won the hearts of many Malaysians, with a singular goal in its message, albeit in very funny and relatable ways (to Malaysians anyway). Next up, the maturing of Digiman