Campaign Insights

Etisalat presented the following;

  • It is the ‘data age’, and youths are the key drivers of this movement.
  • Their Target Audience are youthful freedom seekers, always looking for ways to express themselves and unleash their potentials.
  • In order to provide a mantra that aptly describes their way of life and constant yearnings, the #breakfree idea was conceived, to encourage them to #breakfree from the norm.
  • To raise the bar in a highly competitive youth space and reinforce dominance of the easycliq proposition, #breakfree had to be launched in a disruptive and daring way to attract the youths.

The media task.

  • Reach 80% of the TG (through relevant channels that resonate with them) at launch.
  • Increase brand affinity and position Easycliq as the best in the (youth) category.
  • Reinforce the brand’s youthful position, increase TOMA and position Etisalat as the network of choice.

Campaign Execution – The Media Ideas…

  • Key drivers for this campaign were Online, Radio and TV.
  • The tease phase of the campaign commenced with a flash mob activation at Ikeja city mall.
  • Radio was used to give live updates of the flash mob and also drive conversations with popular OAPs about a 24hour party organized to launch the campaign.
  • Online platforms drove engagements & conversations of the flash mob and served as an awareness platform for the 24hour party. The party was also streamed live on social.
  • TV was used to build suspense and anticipation on relevant stations that resonate with the TG plus the 24 hour party was streamed live on music channels

What were the results?

  • The #Breakfree hashtag trended in less than an hour after the flashmob activation. The hashtag maintained top position on twitter reaching over 3 million people in less than 24 hours and generated more than 34 million tweet impressions
  • At the end of the campaign, we recorded 270m+  tweet impressions. 54.9m+ impressions and 381k+ clicks generated from banners ads deployed to create awareness & drive traffic to the Easycliq landing page.
  • TV delivered over 100m audience with cumulative GRP of 1,421.