In a country that thrives on fads, and a population that has mastered the art of humor in the face of adversity, we decided to combine both. Our approach to slow connectivity was, well...slow too. The idea was to create unscripted films of real people living in rural areas jumping on a couple of the hottest and most popular social media trends...of 2014! These videos were ones that obviously came just a little late. Two years late.

Because we’re using social media, we knew the key to success would be organic content. So, we went as organic as the apples in mountains of Lebanon and the fish served on its coasts. We created 2 unscripted social films using real people and captured their humor. In the first, we got a father and his son living in the mountains to do the Ice Bucket Challenge. In the second, a fisherman and his family to do the Harlem Shake. We let the cameras capture the magic. Then, we didn’t just launch the videos. Instead, we seeded them on YouTube as if they were uploaded by the cast themselves and got Connect’s Facebook page to share them. The whole setup looked as real as it can get as our message glided through at the end saying: Don’t be the last to get it. Connect faster, wherever you are.

Unprecedented for Connect. Within one day, the videos received a higher number of likes than any other post on the internet firm’s page. This represented more than 180% increase. They were also the page’s first ever posts to be shared. More importantly, the number of people following the page grew by more than 80% in 24 hours thus allowing Connect to get its offers across to many more relevant people. The cherry on top however was when Ad Week and Ad Freak picked up on the social campaign films allowing even more reach on the real world today, the internet.