The solution to the brief was taking everyday excitement and exaggerating it. By showing different characters receiving bonuses and acting out, we showed the scale of the promo in 5 different spots including one where a market woman humorously chooses celebration over profit.

The client saw a distinct growth in both subscriber base and revenue in the first 2 months of launching this promotion: average daily recharge grew by 42% in the first 2 months of launch. New subscribers’ numbers also rose sharply by 19% in the first month of launch.