Cellcard – iNET
Cellcard’s internet-only iNet plan has Khmer youngsters going online to do whatever they want.
Cellcard wanted to get Cambodia’s ‘wannabe’ segment subscribing to their internet-only iNET plan. The ‘wannabes’ are data-hungry, young professionals, who need to be constantly online for work, to keep up socially and to do anything else they like.
We know young Cambodians today plan, connect and engage primarily via the Internet and social media. But how much fun and excitement a young Cambodian injects into his or her life would depend on how much data he or she has.
The iNET campaign focused on young people going out separately, but keeping in touch and making plans over the course of the day using social media platforms and the internet (thanks to uninterrupted iNET) to finally meet up together at night.
A steady growth of Cellcard’s youth subscriber base between 16-21 years old (based on internal tracking of subscriptions, revenue and campaign period) during the implementation of the campaign.
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Cellcard has traditionally been Cambodia’s market leading telco, powered by a strong commitment to service and a very aggressive ATL strategy. More recently, Cellcard has faced increased competition from new market entrants that target Cellcard’s youth audience through very strong digital campaigns. ...