2020/2021 Winners & Shortlists

Background

The challenge was to introduce the new packages in time where the market is flooded with offers we had to stand out and make sure our campaign is noticed. The other challenge was to increase the profitability of the postpaid packages without starting a price war among the competition. And if we take a look at the postpaid customers we will find them picky they want “the best of everything”. We wanted to play with this insight (our customers want the best of everything) and cut short the gigabytes game. We knew the promise that our competitor gave was short-lived. Today it is 100 GBs, tomorrow 150 GBs, and so on. We didn’t want to mention data in the main message. We decided not to be so serious and to refresh the whole discussion. A joke can even be a bit overpromising so we came up with the wishes granting

Describe the strategy

We wanted to play with this insight (our customers want the best of everything) and cut short the gigabytes game. We knew the promise that our competitor gave was short-lived. Today it is 100 GBs, tomorrow 150 GBs, and so on. We didn’t want to mention data in the main message. We decided not to be so serious and to refresh the whole discussion with a bit of comedy. A joke can even be a bit overpromising so we came up with the wishes granting GENIE.

Describe the execution

This campaign was full 360 communication ( TV, OOH, Digital ( owned and paid ) , Radio, Direct Marketing activations) and cinemas we started this campaign from Campaign airing date: march 5 – April 10

List the results

50% more postpaid subscribers - May to July vs Feb to April ’19 Market share of new postpaid subscribers grew by 20 points vs April Spontaneous Brand Awareness grew by 9 points (vs KPI of 5 points) Ad awareness increased by 9 points Aided Recall grew by 15 points Relevance increased by 10 points