Having been awarded Nashua Mobile's Internet and data services business at the end of 2007, the Ireland/Davenport creative team have wasted little time developing a fully integrated through-the-line campaign which would serve not only to boost sales but more importantly, to enhance awareness of their client's extensive range of Internet and data service options – reportedly the largest offering in the country.
Doug Mattheus, MD of Nashua Mobile, says, “In this hotly contested area of the local IT and telecoms market, ‘geek-speak' and highly complex connection price plans are commonplace. We wanted to simplify our marketing communications and position Nashua Mobile's various product offerings as affordable and relevant to people's lives in both an appealing and humorous way. Our message is clear: if you're suffering from Internet-lessness, for whatever reason, you can easily be cured at Nashua Mobile.”
Defined as, “An absence of a connection to the Internet resulting from high connection costs and/or a lack of knowledge of the benefits of being connected to the Internet”, the concept of Internet-lessness was devised by Ireland/Davenport creative duo Warwick Rautenbach and Gary du Toit.
“We developed this idea as a means to talk to the average consumer out there who's bewildered by the barrage of technical jargon and complex price plans and is simply looking for a helping hand when it comes to personal Internet solutions,” they explain.
Jason Knight, Ireland/Davenport's head of strategy, comments, “The individuals suffering from this ‘condition' are those people who are most likely to surf the net at work but aren't necessarily connected in a personal capacity. They will gladly admit that they don't know what broadband, WiFi or HSPDA mean, but the truth of the matter is they don't really want to or now, need to.”
The campaign concept and rallying cry against the scourge of Internet-lessness is humorously stretched through a full range of integrated marketing and activation elements touching numerous consumer points ranging from TV, print, outdoor, merchandising, in-store tactical activities and collateral.
The campaign breaks nationally on Thursday, 7 February 2008, with two 30” TV commercials and various supporting elements. To find out how you too can be cured of Internet-lessness, go to www.internet-lessness.co.za.
