YahClick: Consumer engagement activation, a first in Afghanistan

Sunil Sivarajan

Campaign details

Brand owner: YahSat
Agency: MEC
Brand: YahClick
Country: Other
Channels used: Newspapers, Other and ambient media
Media budget: Up to 500k

Executive summary

In 2012, YahClick, a high-speed satellite broadband service provider launched in Afghanistan with a business objective of entering a market with an internet penetration of less than 5%. Post-launch, the objective for the first quarter of 2013 was to meet an ambitious sales target in three months. The sales objective was to be achieved with the support of a promotion where YahClick was offering consumers free equipment worth approximately $1,000.

The main challenges of the campaign were low awareness levels among the population about satellite-broadband services, the service being more expensive than normal internet service especially in a market like Afghanistan with a high proportion of people living in poverty, the fluctuating security situation in Afghanistan and a dearth of media and consumer insights. Because of low awareness levels and high prices, consumers were reluctant to try the YahClick service.