2015 Winners & Shortlists

Creative Execution

The execution was purely digital and social in nature – carried out on Facebook, Twitter and YouTube. Axiom’s existing community of over 250,000 followers in the UAE and many more on Twitter and in KSA, were our target and this was the most effective way to reach them. Fans were asked to submit their entries on axiom's social media channels for the competitions and the platforms where used for continuing the conversations.

The #axiomintervention hashtag struck a chord with axiom’s audience of fans and followers who immediately began using it. Posts and memes were loved, people started coming up with their own jokes based on our theme, and the competitions got over 700 entries from enthusiastic participants intent on calling out their loved ones in public in a span of 10 days. Results in store were not seen immediately, but in the next month, trade-ins went up by 108%. Axiom’s Facebook and Twitter pages also gained a lot more fans.

Insight: Despite UAE & KSA being two of the world’s biggest markets for smartphones (#1 and #3), a lot of people have outdated phones – and one of the reasons they hold on is emotional attachment. Strategy: axiom telecom had a trade-in service where customers could exchange old phones and upgrade to better ones, but this was not well known. So we decided to use axiom’s own social media channels to get the message across, using attachment issues with old phones as our hook to communicate. Idea: axiom staged an intervention on its own social media channels – by poking fun at those people with attachment issues and calling them out. We used a combination of techniques – posts, memes, jokes competitions and a spoof video called ‘The Six Stages of Phone Separation Grief’ to help people get over the experience of parting with the phone they were emotionally attached to.