Sell the unsellable
The client said we need you to attract the young & hip data savvy crowd who prefer our competition and oh by the way we’re changing our unlimited data bundles to limited bundles. We said no problem.
With Keep Doing You we shifted the conversation from a functional one of megabytes to an emotional lifestyle based one with a reassuring promise of the network allowing you to be you. We also shifted the style of advertising to a multiple execution one to speak to all the different ‘yous’ out there. The campaign saw growth in TOMA within the target audience and an increase in data revenue.