Tbooth wireless is a multi-carrier telecommunications leaders in the mobile retail space. The brands span across Canada, with over 135+ in-mall locations – mobile retail advantage includes expertise, choice and value of products. This positions them as the one-stop shop for consumers to get everything they need to stay connected at the best prices.
Tbooth wireless has served customers from diverse backgrounds with their telecom needs since 2017. They engage with their customers through tactical marketing campaigns around the year
The objective was to convey Ramadan greetings and run promotions for using during this period. The challenge is to reach the target audience (i.e., young Muslim Canadians) effectively and reduce media wastage.
The campaign intended to drive consideration and traffic to the store for Tbooth wireless, while shopping for mobile phones or plans during the period of Ramadan and Eid al Fitr.
The annual observance of Ramadan is regarded as one of the Five Pillars of Islam and lasts twenty-nine to thirty days, from one sighting of the crescent moon to the next. During the period of Ramadan, the target audience celebrates the same with a lot of gifts and shopping and this is also a period when they look to upgrade their phones or plans. It is an opportunity for the brand to celebrate the festival with the target audience and connect with them. To trigger the consideration further, an exclusive promotion was introduced during this period on select handsets.
The idea behind the concept is to highlight the essence of Ramadan in a creative form using the logo elements. The inspiration of this design comes from the journey, which moon takes during the month and was articulated through an animation of the moon as it traverses the night sky.
Showing moon crescent in a creative form is a big challenge. So, this time we experimented with the Tbooth wireless logo by using the ‘O’ of Tbooth as a moon crescent to celebrate the integration of the festivities Ramadan and
Eid al-Fitr and connect with the Canadian Muslim audience.
We created an advertising campaign for Ramadan that reinforces the simplicity of Ramadan, and highlight the glowing moon, greeting message, and the topical promotion. The integration of the moon in the logo is a unique approach that has not been celebrated in Canadian multicultural advertising history. However, this creative element captured the attention of the target audience and set this campaign apart.
The campaign was highly successful, delivering 4,707,427 impressions with a CTR rate of 0.52%, exceeding the expected impressions. The media impressions were Geo-Fenced specific neighbourhoods that are close to the participating retail outlets and where the Muslim Canadian population over indexes. The creative thought behind the campaign inspired all other communication media and was adapted into various deliverables that included retail branding and POSMs.
