THE BLACKBERRY SOCIAL CHALLENGE
| Brand | TOUCH |
| Product/Service | TOUCH |
| Entrant | JWT BEIRUT, LEBANON |
| Category | DIRECT RESPONSE DIGITAL MEDIA |
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Entrant Company
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JWT BEIRUT, LEBANON
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Advertising Agency
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JWT BEIRUT, LEBANON
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The Brief
Mobile telephony in Lebanon remains one of the most expensive in the world (cost/minute), shaping the market into 90% prepaid vs. postpaid.
In reply to the increase demand on cheaper prices and better service, touch launched the 8$ Social Media Bundle.
The objective was to market this bundle to deepen the bond with our existing loyal customers as well as attract younger new subscribers to touch.
Creative Execution
In line with “touch a new world” platform, the campaign was built on innovation and connectivity. A simple and powerful implementation of the brand’s point of view.
The $8 social media bundle was strictly developed to help the youth stay connected online and to generate new subscribers to the touch network.
The promotion provided: the device (smartphone), the connectivity and the best offer on the market to get people connected instantly. Engaging them on the platforms for which the offer was initially designed for; moreover, it created a connection with the touch customer base and potential new customers.
Describe the creative solution to the brief/objective.
The budget was only $35 000 all-inclusive, so we decided to invest all the money in a large scale promotion on touch’s online platforms. However, we needed a bigger incentive so we teamed up with BlackBerry who awarded 20 brand new smartphones to give away.
To maximize the hype online, we knew we needed something bigger than a simple promotion, so we created the:
THE REGION’S FIRST REAL-TIME SOCIAL HUNT.
We created riddles, each carrying a clue that helped the player guess the BlackBerry Pin and win the phone.
For 2 weeks the riddles led people all over our platforms to find the answers.
Results
In only 2 weeks, 65000 pins were submitted, the competition fully activated all our social media platforms, doubling viewership and interactions on YouTube and SoundCloud, achieving a total of 46000 twitter followers and a 30% increase in the social media bundle subscriptions and an average of 3000 new fans per day on facebook, making touch the first brand in Lebanon to hit the 100000 fans with more than 57000 people talking about it during the competition.
Credits