IDM, a Lebanese Internet Service Provider, wanted to launch their 4G GO router – a mobile device that can be taken wherever one goes – at a time when unauthorized resellers were winning the market, given their unlimited offers, affordable prices and the ease of subscription.
So how do we cut through the clutter and position IDM GO as the go-to internet router?
As brand consultants, and in order to raise awareness around the product, we had to define its unique selling points: mobility, like never before 4G speed, portability and no landline needed.
The timing of the product launch played another key role in setting our communication strategy. It was summer season, the time when people would be moving out of the city and on to their summer houses.
All these factors set a solid ground for our campaign and gave us deeper insights about our target groups, millennials & Gen Z. In other words, the most connected and affected by summer “nomadism”. As a result, we produced 2 TVCs targeting our main audience and tackling their concern, signed off with “IDM GO accompanies you wherever you go”.
This communication was developed into a 360-degree campaign that was launched Out Of Home, on radio, online, and in reseller stores highlighting all the benefits of IDM GO.
In addition to that, supporting content on social media was developed, showcasing the different problems that IDM GO solves.
The campaign was a success. On a digital level, it resulted in thousands of impressions and visits to the IDM web page. At IDM’s call center: countless calls were received from people wanting to know more about the product.
The campaign helped strengthening the brand image in people’s minds and increase its equity.