The story: Digicel Group Limited has over 12.8 million customers across its 30 markets in the Caribbean, Central America and the Pacific, – and is also one of the only two telecom providers on the Trinidadian market. This makes it a key account with a fierce competition to win it, – and and an intense, demanding client once it is secured. In early 2013, I was on the pitch team at Lonsdale Saatchi & Saatchi, and, after a successful tender process, moved onto the core Digicel team, providing an array of creative services to the account, and dealing closely with the client team itself.
I was highly involved in campaign work, but my department also produced various specialised commercials with more immediate propositions – acquisition, retail, corporate, PSA – on a regular basis and in a variety of media (digital billboards, in-store screens, TV, squeezes, web banners, social media).
Below are two first campaigns that we launched for the brand, and that I most closely worked on – a top up promotion (‘Make the Moments Last with 60 More’) and a freebies promotion (‘Nothing Beats the Feeling of Free’). I was involved in the conceptualisation, approval process, as well as adapting the ready commercials for digital billboards and in-store screens.
Both ‘Moments’ and Freebies are CAF Addy Award winners for Integrated Advertising Campaign, with Silver and Gold respectively.
Medium: Whereas my direct output for campaigns would normally consist of collateral digital material, I do take an active part in creative brainstorming, and on occasion produce an odd script or two, as well as stealomatics.
Top Up Campaign