We were tasked with demonstrating how getting a 4G connection is going to make a difference to your internet experience.

The issue is that words like '4G' have no real meaning to the end user. We decided that the best way to demonstrate 4G connectivity was to put it into context of streaming a movie over the internet.

Utilizing this insight, we locked on the cinema as the best place to target the movie enthusiast on a large scale and bring our idea to life.

The promotional stunt was designed to speak to a captive (and impatient) audience, hence the choice of utilizing cinema as our medium. For 2 weeks, all movie addicts at the cinema were treated to our very special ad. We ran the promotion across 21 cinema outlets in Morocco and had an overwhelmingly positive response from the audience.

With a little over $3500 in production and less than $10,000 in media budget we managed to target over 140,000 movie enthusiasts, over the course of the two-week promotion.

During our campaign we noticed an unusual number of phone inquiries at our customer service desk, almost 25% more than usual and to top it off we saw a spike in sales by 12% versus the week before.