In a highly competitive telecommunication market of Nigeria, Airtel strives daily to increase, its brand love and affinity with relatable content and communication but the bigger spenders (Competition brands) constantly bombard subscribers with promotional offers that are almost not believable.
This prompted Airtel to create its own promotional offer that may not be as large but will certainly be rewarding to both our new and current subscribers hence the introduction of the smartRECHARGE 10x Campaign.
Smart Recharge is Airtel’s Bonus service where consumers load any amount from N100 and get 10 Times their recharge for Calls and Data.
By creating engagement that created a premise for the 2 TVCs:AMIN(which showed a mother on a long call with her son) and Whatchu Doin which showed a loving girlfriend constantly checking up on her boyfriend as he tries to prepare a surprise for her ), we were able to build anticipation and education for the offer online.
By deploying a rich media game that is synonymous with the 10x reward that consumers will receive we leveraged the football session of the FIFA Club World Cup as which strongly resonates with the younger demography of Nigerians who are ardent football fans.
Deployed across football updates and betting sites which have huge followership and viewership, our rich media paved the way for the TVCs.
Taking the campaign further, engagements tied to the AMIN TVC helped deliver the 10x message which resonated strongly with the general populace with our 663,000 views on Youtube, 8,000 Views on Instagram.