Etisalat Easycliq #Breakfree

It is the ‘data age’, and youths are the key drivers of this movement

Our Target Audience are youthful freedom seekers, always looking for ways to express themselves and unleash their potentials.

In order to provide a mantra that aptly describes their way of life and constant yearnings, the #breakfree idea was conceived, to encourage them to #breakfree from the norm

To raise the bar in a highly competitive youth space and reinforce dominance of the easycliq proposition, #breakfree had to be launched in a disruptive and daring way to attract the youths

Key drivers for this campaign were Online, Radio and TV

The tease phase of the campaign commenced with a flash mob activation at Ikeja city mall.Radio was used to give live updates of the flash mob and also drive conversations with popular OAPs about a 24hour party organized to launch the campaign.Online platforms drove engagements & conversations of the flash mob and served as an awareness platform for the 24hour party. The party was also streamed live on social.TV was used to build suspense and anticipation on relevant stations that resonate with the TG plus the 24 hour party was streamed live on music channels.

The #Breakfree hashtag trended in less than an hour after the flashmob activation. The hashtag maintained top position on twitter reaching over 3 million people in less than 24 hours and generated more than 34 million tweet impressions

At the end of the campaign, we recorded 270m+ tweet impressions. 54.9m+ impressions and 381k+ clicks generated from banners ads deployed to create awareness & drive traffic to the easycliq landing page

TV delivered over 100m audience with cumulative GRP of 1,421

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