Recipes
Connect
TBWA\RAAD Dubai
Overview
Lebanon has one of the slowest internet speeds in the world. Unfortunately, there was nothing that the people could do, as the telecommunications market in the country has always been dominated by two main players: MTC Touch and Alfa. Despite their lackluster service and frequent shutdowns, their large market share had driven many small yet effective competitors out of business, and consumers had no choice but to use their expensive services.
There was, however, a group of people that were quite difficult to reach: people living in the country’s remote villages who mainly cared about their close-knit communities, and more importantly, being the village “star”. Connect, a low-cost brand that sells Internet packages for areas with poor connectivity, had an opportunity to enable these villagers to become “stars” by connecting with the world and sharing one essential part of their identity: their traditional recipes.
