Campaign details
Brand: ConnectBrand owner: ConnectLead agency: TBWA\RAADCountry: LebanonIndustries: Telephone & internet servicesMedia channels: Online video, Search marketing, Social media Budget: Up to 500k
Executive summary
Lebanon's internet connection was the slowest in the world due to the domination of a consensual duopoly. Small independent ISP Connect was offering a faster internet option to ease people's frustrations, but the challenge lay in informing people of it with a negligible fraction of the duopoly's media budgets.
Knowing the popularity of social media, we engaged people by seeding two unscripted...