We took advantage of local networks prime time movies and series in an intrusive way and made them part of our signal coverage campaign, without bothering viewers. Under the concept ¨Digicel, The Signal That Finds You¨. An icon that physically represented Digicel´s signal was developed. An ilustrated hand would show up and point at the actor when he or she were receiving a call.

We escaped channel surfing.We optimised budget investment and impact.We achieved 20% of the market share and high T.O.M. in less than 9 months.And the best thing of all, we used many world class starlets without spending a single cent.