Connect: Slow Trends

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Campaign details

Brand: ConnectBrand owner: ConnectLead agency: TBWA\RAADCountry: LebanonIndustries: Telephone & internet servicesMedia channels: Online video, Search marketing, Social media Budget: Up to 500k

Executive summary

Lebanon's internet connection was the slowest in the world due to the domination of a consensual duopoly. Small independent ISP Connect was offering a faster internet option to ease people's frustrations, but the challenge lay in informing people of it with a negligible fraction of the duopoly's media budgets.

Knowing the popularity of social media, we engaged people by seeding two unscripted...

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