Geocell Promo, Case study THE CLASSROOM CASE by Windfor's Advertising

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THE CLASSROOM CASE

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Industry Mobile Communications
Media Promo & PR, Case study
Market Georgia
Agency Windfor's Advertising
Creative Director Bibi Asatiani
Art Director George Kvilidze
Copywriter Nikoloz Antadze
Strategic Planner Ucha Urushadze
Released March 2011

Credits & Description

Category: Corporate Communication
Advertiser: GEOCELL
Product/Service: GEOCELL
Agency: WINDFOR'S ADVERTISING
Founder/Chief Country Office: Vato Kavtaradze (Windfor's Communication)
Creative Director: Bibi Asatiani (Windfor's Communication)
Strategic Planner: Ucha Urushadze (Windfor's Communication)
Art Director: George Kvilidze (Windfor's Communication)
Copywriter: Nikoloz Antadze (Windfor's Communication)
Account Planner: Revaz Nizharadze (Windfor's Communication)
Production Manager: David Gabunia (Windfor's Communication)
Public Relations Manager: Sophio Khuntsaria (Windfor's Communication)
Media placement: Corporate Communication - TV-Publicity-Social Networks - 3 March 2011

Summary of the Campaign
Client:
Telecom company, Geocell.

Challenge:
Inform the public that Geocell became the leader of the Georgian telecom market;
Stimulate existing customers, given that they are stakeholders in this success;
Attract new customers to join the leading network.

Insight:
The human desire to be part of success stories (history).

Solution:
TVC, where action takes place in the future:
Year 2021, a futuristic classroom, pupils study a new subject: the history of telecommunication; a pupil narrates how Geocell became the leader of the local telecom market 10 years ago. The brand-face appears as a bust, addressing viewers 'to become part of history' by joining Geocell.

Development:
2 weeks later, the President of Georgia made a public announcement: by the end of 2015 all schools in Georgia should have a classroom similar to the one shown in Geocell TVC;
2 months later President officially launches the first classroom;
At the next opening the Cabinet of Ministers holds its meeting in the classroom;
Already 5 classrooms opened, featuring campaign message 'Geocell for successful future';
Schools compete for 'The Next Opening' through Facebook. (Pupils and family are all involved.)

Outcome:
This story was covered by almost every source of information in Georgia;
TVC transformed the country’s educational system, forever associating it with Geocell;
Brand’s leadership promoted by political leadership;
Geocell became a recognised leader on telecom market and is perceived as 'a brand that stands for progress';
Media covers every new opening;
More results will come in, when generations influenced by these classrooms start to shape the future of our country.

The Situation
Telecom Company Geocell overcame its main competitor in a fierce competition and became the leader of Georgian telecom market with more than 45% of a market-share.

The brand wanted to communicate this fact to public.

The problem was how to present this news, so that it could be acknowledged and appreciated by people (and not missing their attention, as it happens most of the time when similar 'meaningless' achievements are announced by various brands).

The Goal
The objective was to expose this news (of becoming the market leader) to the whole population of the country, so that it could become:

• Stimulating existing customers and the stakeholders;
• Encouraging new customers to join the leading (i.e. successful) network.

The insight was to tap into the inevitable human desire to be part of success, i.e. part of (successful) history.

As the target audience of this communication was the whole population of the country, we first of all decided to reach them by the most powerful media: TV.

The Strategy
The strategy was not only to share this fact as dry data, but also to engage people in the process of creation of the brand's successful history.

At that time Geocell was running through its new creative platform, which was communicating from the future, thus establishing the image of a progressive, high-tech and future-oriented brand.

In fact, a previous 'portability' campaign - changing network without changing the number - based on the above-mentioned platform, played the decisive role in putting the brand into the position of market leader.

So, having an ongoing, stable brand communication and already established tone of voice, we had to evoke desire in people - to get in touch with this evolving success story.

Execution
We created a TVC, where action takes place in 2021:
• A futuristic classroom;
• A lesson on the History of Telecommunication;
• A pupil narrates a story of how Geocell became the leader of the local telecom market 10 years ago;
• The endorsed brand-face appears as a bust, inviting viewers 'to become a part of the history' by joining Geocell.

In 2 weeks after airing the spot on national TV channels, we received the following development:

President of Georgia Mikheil Saakashvili made the following public announcement:
"while watching the Geocell TVC, an idea popped to our minds – why can’t it be for real? We decided to make the future happen now."

Although we had some further planned actions for the campaign, its significance grew due to such a high level of interest and we had no right not to adjust to the new developments.

Documented Results
• This story was covered by almost every source of information in Georgia;
• The creativity of the TVC transformed the country’s educational system – forever associating it with Geocell;
• According to the President’s promise, by 2015 all schools in Georgia will have similar classrooms (5 already open);
• The brand’s leadership promoted by political leadership of the country (the Cabinet of Ministers held the meeting in one of such classrooms);
• Geocell is a recognised leader in the telecom market and is perceived as a brand that stands for progress;
• The market share of the brand increased by 4%;
• Schools (pupils, families, friends) compete for the title of the 'next opening' through Geocell FB page;
• Media covers every new opening, featuring the campaign message: “Geocell - for successful future”;
• More results will come when generations influenced by these classrooms, will start to shape the future of our country.