After the huge success of IDM Go’s summer 2019 campaign, the leading Lebanese Internet provider wanted a new recall campaign to boost once more the sales of its plug-and-play device. But with 2020 having turned everyone’s life upside down, it was important to rethink the campaign’s tone of voice and find the best way to make it relevant to the customers’ reality during this exceptional year.
Market insights lead us to consider humour as the main connection builder with the audience. We therefore drafted a TV commercial script that revolved around the notorious Lebanese sarcasm, and had our protagonist face an annoying, yet funny, chain of events relevant to the local lifestyle.
We then worked closely with the production house to cast the main character, based on our defined target audience. The commercial was shot over two days in multiple locations, and generated different versions for the TV and digital campaigns, as well as a content library for IDM’s social media platforms that included informative, promotional and engaging posts.
The full-fledged campaign proved to be successful, helping the client increase product awareness and sales.