Campaign details

Brand: Connect
Brand owner: Connect Lebanon
Lead agency: TBWA\RAAD
Country: Lebanon
Industries: Telephone & internet services
Media 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 films that hyperbolised the perils of slow internet, showcasing people jumping on viral trends years after they were popular. As films garnered record popularity, they were complemented by satirical posts based on real-time triggers within the Lebanese community.