Rightel’s controversial campaign about changing of sim card operator
Copy : update your old companion!
Advertising + Creative
ATL Campaign
Client : Rightel
Year : 2017
In 2017, Rightel and Address Agency launched a bold and visually striking campaign targeting the younger generation entering the mobile market for the first time. At the time, Rightel was a relatively new brand, trying to establish itself among more established competitors who had a stronghold on the market but were seen as more traditional and less innovative.
The key insight driving the campaign was the gap between the brand's youthful identity and the outdated image of its competitors. While the main rival was positioning itself as prestigious and elite, it failed to align with the values of innovation and modernity that young consumers were looking for.
The creative concept was built around a simple, powerful visual metaphor: using a rival’s outdated technology is like carrying a noisy, smoke-spewing, crank-start car—or in this case, a "Frankenstein" smartphone built from steampunk parts. The design evoked a sense of outdated, clunky tech that sharply contrasted with the sleek, modern image Rightel wanted to project.
Message & Execution
Slogan: "همراه قدیمتو بهروز کن" (Update Your Old Companion)
The message was direct and easy to grasp: if you're not with Rightel, you're stuck with obsolete tech. By visually confronting the audience with a comically retro smartphone, the campaign emphasized the absurdity of sticking with old habits in a rapidly evolving digital age.
Supporting Text Translation:
“With portability, without changing your number, join Rightel and get up to date.”
Strategic Goal
The campaign aimed to:
- Disrupt the perception of rival brands as prestigious but outdated.
- Establish Rightel as the youthful, forward-thinking choice for tech-savvy users.
- Encourage number portability by highlighting how easy it is to switch without
- losing your current number.
Credits
Agency: Address A.B.C.D Factory
Chief Creative Director : Sepideh Afshar
Chief Art Director : Sam Moshaver Account Director: Neda Jalili
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