Alfa: The Hijack
Leo Burnett Beirut
SUMMARY
Our client “Alfa”, a telecom provider in Lebanon, wanted to create a buzz around a recently launched service “Ehkineh”; which literally means “Call me” in English.
True to its name, this service allows the users to send “Please call me back” messages for free, whenever they are out of credit.
We opted for a guerilla communication strategy, choosing to interrupt 6 primetime programs on 6 main radio stations on the same day.
Based on improvisations that happened live, a different character would interrupt a presenter to convey a message to someone because...