2013 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

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 to touch’s Facebook page, YouTube channel, Twitter page, SoundCloud and Website to find the answers.

Insights, Strategy and the Idea

The telecom sector is state-owned and the government granted two international operators to manage the sector. Consequently, Lebanon ranks in the top 5 most expensive countries (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 connect and deepen the bond with existing loyal customers as well as attract younger new subscribers to touch.