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In March 2010, MWEB - South Africa’s largest Internet Service Provider - developed the country’s first truly affordable uncapped broadband service.
Utilising this product, the ISP set out to revolutionise the South African Internet landscape.
MWEB turned to Quirk to deliver an eMarketing strategy to solve 3 major challenges.
To re-establish MWEB as an innovative ISP and market-leader.
Build a demand on following for uncapped ADSL in the South African online community.
And finally, to minimise the impact of an immediate competitor response by keeping the brand and product offering a secret up until launch day.
Ensuring we launched with the biggest *** to the largest group of people.
All of this was to be accomplished in the three weeks leading up to big reveal on 18th of March 2010.
To achieve these goals, we set up an anonymous Facebook Fan page called “Free the Web South Africa”.
We tapped into existing conversations about the limitations of the Internet in South Africa.
*Crowd commentary*
Free the web, free the web!
By sparking conversations on controversial topics, and highlighting the benefits of uncapped Internet, the Facebook page fast became the catalyst for change.
We promised an imminent solution for South Africa’s Internet woes and initiated a countdown to the Freedom of the Web.
By launch day on 18th March more than 15,000 people had joined the Free the Web movement.
The official announcement on Free the Web South Africa was viewed 27,000 times, as followers used the platform to spread the message virally amongst friends.
MWEB’s call centre was inundated with product enquires and sales.
“Good Afternoon you are through to MWEB Sales, Jared speaking, how can I be of assistance?”
“It was hectic.”
“Completely busy.”
“It was all hands on deck.”
“The passion was insane!”
“Absolutely electric.”
Through the launch, online mentions of the brand increased by almost 4000%, reaching close on half a million people.
Within 3 weeks of launching the Facebook Fan page, MWEB received over 2333 comments from fans.
2198 wall posts and 2561 Likes - that’s a total of 7092 engaging interactions.
Today, Free the Web South Africa brought to you by MWEB, still remains.
With more than 18,000 fans the Facebook page acts as a direct link to online customer support.
And as a digital community, celebrating the revolution of the South Africa Internet.
This customer centric Internet service, has been a dramatic step forward for a more affordable and accessible Web in South Africa.