IDM, Lebanon’s biggest internet service provider, came to us with 2 challenges: their target audience was immune to their offers and could not tell them from their competitors apart. Our direction was clear: revamp IDM’s image and communication so that people choose them as a brand instead of just the services.
To give IDM the competitive edge it needed, we had to think outside the box. Our strategy focused on making the brand feel relatable and friendly. So we created “Skoodo”, the animated character that brought internet technology from outer space! A blue friendly character with a space helmet, Skoodo quickly became the mascot of ADSL and the face of a 6-month full-fledged campaign that covered billboards, radios, TVs and every online platform. We backed it up with direct marketing and field activation events where Skoodo was present in person, engaging with the audience and creating loyal followers.
Skoodo was everywhere and so was IDM ADSL! Our internet friend created a strong bond between users and the brand making IDM more accessible, relatable and overall approachable. Through a unique communication strategy and brand image, our campaign increased brand awareness and positioned IDM as Lebanon’s #1 internet service provider.