MWEB’s launch of Uncapped ADSL in March 2010 presented an awesome opportunity for Quirk to apply an insight that became Free The Web South Africa (FTWSA). Due to the secrecy of the launch, MWEB needed to create some sort of hype and momentum pre-launch that gave them a captive mindshare on launch day. Quirk created a campaign that highlighted the common plight of the South African Internet user — expensive ADSL — and MWEB were able to build a community of 15000 frustrated fans in two and a half weeks who rallied around FTWSA’s call for a better Web. Watch the video case study for the full skinny.
Video Rating: 5 / 5
