Taking advantage of recent cell phone coverage blockades, PTCL launched a new campaign called Landline Link on 18 February asking people to reconnect their landline and broadband connections by providing two major incentives: paying just 50% of their outstanding dues and making unlimited calls for Rs 250.
The campaign has received plenty of attention as it is being endorsed by viral star Shahid Nazir better known as the ‘One Pound Fish Man’.
But what do viral star Nazir and PTCL’s Landline Link have in common? We spoke to the company and the creative agency, Islamabad-based Ideas Workshop.
But first, here is a look at the TVC: Landline Link
A word from the client – Ayesha Eirabie, EVP Communication and Marketing, PTCL
On the need to reconnect: “Landline is the backbone of telephony and the base for PTCL. [We have 2.75 million landline customers.] With the rise of mobile services over the past few years we saw a sharp decline in landline usage. However, because of the recent law and order situation in the country and the resultant suspension of mobile services, we realised that people are now feeling the need for a stable phone connection that can be used as a medium to connect especially when the other services are impacted.”
On using Shahid Nazir: “Shahid has become perhaps the biggest national ambassador in just a year. His fame has reached international circles and is acknowledged by both the masses and creative circles. We wanted to own this local talent that is Pakistani to the core and become big through the usage of internet. Both factors are very much the base of PTCL as well. Also, we believed that landline as a brand is usually looked upon as old school and a bit bland and we wanted to bring a fresh perspective to it. Shahid’s natural quirkiness, humour and ability to perform naturally in front of the camera made us believe he is the right choice for us to bring in new life to our brand.”
A word from the agency – Owais Hamid Khan, CEO, Ideas Workshop
On picking Shahid Nazir to communicate PTCL’s message: “When we first noticed Shahid we knew for sure this man had something in him. He is fun and original, he has no hangovers; he is a born entertainer. He is our local Jim Carrey, our Pakistani Mr Bean. For our client PTCL we wanted a fresh beginning and Nazir made perfect sense.”
On picking a YouTube viral star: “Nazir is more than a viral star, he is ‘international’ and Pakistani. He has a story to tell and a story we all wish was our own. He is a charmer and the new face of success. Before embarking on the PTCL landline campaign he was already all over Pakistan’s leading electronic channels. Our aim in taking him on is all about staying true to Pakistan.”
Media: Print, TV, Outdoor, Digital, POS