Lebanon was notorious for its slow Internet and mtc touch was set to launch their 3G technology onto the market.
Given that comparison advertising is banned in Lebanon, our challenge was to communicate that mtc touch’s 3.9G internet would be faster than the competition’s speed, without any direct reference.
Our Solution: Speedy and Amigo.
Their mission: Find anything faster than 3.9G.
Their catchphrase, “bati2,” is Arabic for “too slow.”
Success of the Campaign
The results were instant.
Bloggers quickly adopted the characters.
mtc touch’s facebook fans increased by 25000.
YouTube films received over 50,000 hits each.
The microsite received over 30000 visitors, and Twitter was flooded with “bati2” tweets to joke or to comment on sports, politics and the latest news.
Spoofs began to appear on popular TV programs.
And our duo became famous, with “bati2” being used all across the country, generating an extra $150,000 of free media.
Far exceeding their expectations, mtc touch gained over 200 000 new subscriptions in the span of 6 weeks, which was anything but “Bati2.”
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We launched with TV and followed our two friends’ quest with a radio campaign.
We then directed consumers to a micro-site, creating weekly episodes to maintain online hype and interaction.
We further strengthened our claim with an outdoor billboard campaign, and followed up on all of this with a Christmas message.