2010 Winners & Shortlists

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BrandTERRANET
Product/ServiceTERRABIZ BUSINESS INTERNET
EntrantJWT Beirut, LEBANON
CategoryBest Use of Magazines/Newspapers
Entrant Company:JWT Beirut, LEBANON
Advertising Agency:JWT Beirut, LEBANON

Credits

Results and Effectiveness

Terranet succesfully retained and converted all her business clients into Terrabiz and grew their corporate business by 25%..

Creative Execution

Break the dryness and the seriousness of the service and get in direct touch with our audience. Highlight the benefit of working with Terrabiz through a bit of dark humor for a lasting impression. Attaching real business cards in the magazines is a first in Lebanon. A direct mail with a longer and more detailed story of success and failure was sent to prospect clients.

Insights, Strategy and the Idea

Introduce Terrabiz, the new business Internet division of Terranet (one of the biggest internet providers in Lebanon) to professionals and IT managers emphasizing the benefits of using their services. Lebanon is behind in IT technologies and innovations. The market is just witnessing some growth in specialized/professional service. it’s still hard to get Business owners to see the benefit. We personalized the ads, got in direct contact with our audience. What seemed like a simple business card exchange mechanism turned into every businessman’s nightmare: a bad decision that will trigger a chain reaction that might cost him his business. Though humorous the message was loud and clear “your future depends on it”. The aim was to raise awareness and trigger inquisition.

Credits

Name Company Role
JWT - Beirut JWT - Beirut