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BackgroundHaving experienced the power of mobile internet, consumers in sub-Saharan Africa are consuming mobile data at an ever-increasing rate. With 70% of searches happening through mobile and predictions stating that 75% of mobile subscriptions will be internet inclusive, mobile data traffic is expected to grow 20 times by 2017. As a result, it was essential for Airtel to be the thought-leader with respect to Data since Voice (calling and sms) had become a commodity.
The StrategyA common desire shared by people across Africa is the desire to succeed. They believe that in order to succeed you need to live smart and the key to living smart is having access to the right information at the right time. Airtel's 3.75G internet service enabled them to access this information anywhere and anytime.
Creative Idea'Switch On' - a creative articulation of a promise of being plugged-in to a world of opportunities through the internet. Through this campaign we portrayed how mobile internet has positively impacted lives of people across age-groups, boundaries and socio-economic classes. This campaign was brought alive through 7 films that captured cultural nuances across Africa. The creative idea was so powerful that it was easily extended through branding, print, outdoor, digital, POS, retail branding as well as on-ground activations.
Done by:Ogilvy & Mather