Cosmote is a local, Greek telecom company, famous for having one of the best networks in the country. But its network goes beyond the Greek borders, to the far corners of the Earth. This happens thanks to roaming agreements that Cosmote has with local networks, in more than 100 countries all over the world. But Greeks had no idea that their humble, local telecom company could offer them roaming services that could compare to those of multinational telecom giants -like Vodafone, its main competitor, that offers global coverage, with a consistent experience around the world.

So, the main goal was to create an awareness campaign for Cosmote’s roaming services and help Greeks find out about their network’s capabilities.

Greeks use certain local expressions to describe a faraway place. And more specifically, they say that such a place is … “at the devil’s mother”! Or “at the bull’s horn”! They also use more common expressions like “the middle of nowhere” or “the end of the world”.

And that’s exactly where we took them to test Cosmote’s roaming when we discovered that all these expressions were real locations:

- "Devilsmother" is a mountain in Ireland,

- "Vestrahorn" or Western bull’s horn, is a mountain in Iceland,

- “Nowhere” is a town in the USA,

- And the “World’s End” is a cliff in Sri Lanka.

So we invited people to win one of the four trips to these extraordinary places with one purpose: to make a live, global group call from the 4 corners of the world and prove that Cosmote’s roaming knows no boundaries.

Our strategy was to create awareness, engage people to participate in the competition and transform the four trips into a live stunt that demonstrated Cosmote’s roaming services and spread our key message: that Cosmote has roaming to edge of the world. It was mainly targeted towards adventure travelers, frequent travelers, and travel bloggers ages 25-55. The look and feel of the campaign was travel guide-like with emphasis to the expressions and their corresponding locations, from the printed ads to the campaign’s website and from the promo video to the social media posts. And because our target group enjoys following such experiences we turned these trips into real-time content on social media. And finally, we organized a live experiment between the 4 destinations in order to show, how far Cosmote’s roaming services can reach.

In October 2018 we launched the call-to-action phase of the campaign with a promo video that aired on social media, on cable TV and in the cinemas across the country. There were also radio commercials, outdoor posters, banners as well as stories and static posts on Cosmote’s social media. We also created a dedicated campaign website to help people participate. During the second phase, we broadcasted the four trips real-time on social media, in order to keep our audiences engaged for the final part of the campaign. The live group call between the 4 destinations demonstrated Cosmote's great roaming services but most importantly, because it was broadcasted live on national TV, it maximized our audience. Finally, we gave viewers a glimpse of what happened in these 4 trips with a video that aired on Cosmote’s social media and described the whole experience, from place to place.

During the airing of the?campaign and for the following two months, the roaming service “Travel Pass” had an increase of 29% in activations. At the same period the mobile data usage of the “Travel Pass” plan increased by 61% percent. More than 90.000 thousand people visited the website of the campaign and 7.000 people participated in the competition, a number that exceeded the expectations of the brand. All the videos of the campaign had 1,1 million views in a country of 7 million viewers while the TV broadcast had a 19% view rate.