2013 Winners & Shortlists

The Brief

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 and attract younger new subscribers to touch.

Describe how the promotion developed from concept to implementation

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 to win the phone. For 2 weeks the riddles led people all over our platforms to find the answers.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.