Data Is Life 5.0

Background

With data remaining the fastest growing segment in the Nigerian Telecommunications space, the Data Is Life platform has been a vehicle used in communicating Airtel’s data service superiority. Beyond this, however, was also the fact that consumer mood in regards to data services was getting sour in addition to antics from competition. From data sentiment analysis across all Telco brands, it appeared that consumer data needs had gone leaps and bounds ahead of what telco had to offer. This, in a nutshell, necessitated the further utilisation of this vehicle and the eventual development of the Data Is Life 5.0 campaign.

How Research Aided Execution

After hours of research, data showed a huge level of customer dissatisfaction with telcos due to a perceived gap between what they (the consumers) wanted and what telcos were capable of offering. Interpretation of the data went on to show that their level of dissatisfaction was in fact implicit because they had come to rely on data for the important things in their lives and so any slight hiccup would breed a level of dissatisfaction in them. So despite this dissatisfaction, user data showed that data usage rose by 202% in three years which is an annual data consumption growth rate of 67%. So even while inflation was on the rise in the country and there was less money available to spend, data spend was continually on the rise.

Insight

When people buy data, they are not really buying data, they are buying the important things in their lives.

This was the singular truth discovered from hours of interaction with a diverse array of consumers. This showed that dissatisfaction with data services was as a result of them not being able to do all the things they want to do with data when in actuality, data was providing them with the important things in their lives.

This insight was further fueled by the fact that data wasn’t responding to market forces so while consumers agreed that their pocket size was shrinking significantly, 100% of them insisted they had either maintained or increased their data usage/spend.

Idea & Rationale

The resulting creative work gave birth to the simple idea that ‘The Important Things In Life Are Powered By Data’ showcasing Airtel as that brand that gave people convenient and reliable access to the important things in their lives through data.

We sought to bring this to life using emotionally compelling stories showing just what Airtel data can give access to.

Execution - Esther

In bringing the idea to life, we created an emotionally compelling story of a young girl called Esther, who communicates and interacts with her world through the help of a data enabled device despite being mute, showing that communication and interaction with her world is possible with the power of data. 

Result

Currently being featured on the coveted Ads Of The World platform, Esther was also dubbed the most engaging campaign in Africa by Marketing Edge magazine currently with 2.1 million views on Twitter, 1.3 million views on Instagram, and 2 million views on YouTube. The TVC gained lots of positive reviews which superseded the negatives from the audience perspective as regards ads comprehension, appreciation and performance. Positive sentiment totaled at 884, negative 5, while neutral stood at 472.