Bao Campaign
Client:
Zantel
Category:
Campaign
Date:
03 June, 2023
Here to Know About This Campaign.
Campaign Name: “BAO”
Agency: The Active Dept. (part of Agnet Group)
Client: Zantel Telecommunications Company (Zantel Ltd)
Year: 2018
THE BRIEF
Zantel Ltd came up with a first-of-its-kind voice and data offer that allowed its subscribers to use their bundles to completion without any time validity constraints. Subsequently, they needed to run a regional campaign to promote the proposition.
THE INSIGHT
Majority of Zantel Ltd subscribers lost their unused call time and data bundles as a result of time validity constraints — causing frustration and a poor customer experience.
THE BIG IDEA
To create a relevant (and entertaining) campaign that drew inspiration from the coastal culture in order to introduce this new proposition.
THE EXECUTION
Zantel Ltd partnered with The Active Dept. to strategize and execute a 360 regional campaign that would promote this new offer.
The product and promotion was dubbed “BAO”. It was a dance-led campaign composed of a mixture of striking imagery and relevant cultural practices which engaged the coastal community. These include; football, cultural dances, board games and an overall feel-good outlook on life.
The campaign was executed across radio, digital advertising, targeted social media, outdoor , TV (click here) and on-ground brand activations.
THE RESULTS
Not documented.
CREDITS:
- Advertising Agency: The Active Dept.
- Strategy: Ntakandi Karavina and Ziada Abeid
- Copywriting: Ndekia Maghimbi.
- Scripting: Ndekia Maghimbi
- Creative Direction: Christopher Shayo.
- Art Direction: Christopher Shayo & Maksud Ali Maksud
- Digital Media Strategy: Ntakandi Karavina.
- Social Media Strategy & Community Management: Maria Mayo.
- TVC Production House: Fingerprint Films.
- Account Management: Ziada Abeid and Kate Mabula.
- Photography Production House: Salt Media Tanzania.
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