A campaign about being faster than fast.
Every internet provider claims to provide fast Fibre internet. So we needed to show consumers that Webafrica fibre is even faster than fast and get people talking about the brand.
To emphasise how fast Webafrica’s ‘FasterFast’ fibre is, the campaign kicked off with a series of quick comeback radio spots, while bold street pole posters invaded traffic. A Youtube pre-roll ad got straight to the point in the allocated 4 seconds and communicated our message: Webafrica Fibre is Fasterfast. Those who kept watching were treated to three minutes of our somewhat tubby mascot struggling to skip with a jump rope while simultaneously begging you to click ‘Skip’. Then we went digital with the #WebafricaRoast - an activation that saw John Vlismas, one of SA’s most outspoken comedians, takeover the Webafrica account for a day, and challenge those brave enough to a public roast on Twitter.
More than fifty percent of the skip ad was watched by the audience, even with the tempting ‘Skip’ button in view - not bad when you consider the average attention span is eight seconds.
The Webafrica Roast truly ‘burned’ John Vlismas, as #WebafricaRoast trended at #6 on the day, and Twitter saw a 100% drop in #DateMyFamily mentions. (Ok, maybe not 100%, but the drop was significant).
We also got:
40,142 Organic Impressions
32% Increase in Twitter Followers
1,397.7% Increase in Engagement