Etisalat’s ‘Really Really Fast Internet Campaign’ wins a Silver Effie

Etisalat’s 3.75G mobile broadband launch campaign “Really really fast internet” has been honored with a Silver award at the Effie awards hosted by the Sri Lanka Institute of Marketing (SLIM) in collaboration with 4As.

The recently held ceremony that looks to honor excellence in effective marketing communications saw the launch campaign for Etisalat’s mobile broadband dominate the category with the only award for ‘Internet Products & Services’.

Since the launch of Etisalat’s HSPA+ 3.75G network in May of this year, they have become the local leader in innovative mobile broadband services offering fast-safe-meaningful internet services which is far beyond the traditional bytes & cents based offerings. With a focus on value added services, an emphasis on trilingual content and a long term design on the network’s underlying technology; Etisalat’s focus has been to enter the market with a differentiated strategy and aim for the lead. The introduction of the ‘Net Nanny’ parental-control software also allowed for internet to be truly safe for the first time in Sri Lanka, giving parents the option to control the content that can be accessed by children.

Their success, is despite the local mobile broadband market’s underdevelopment prior to their entry, says Etisalat’s CEO, Dumindra Ratnayaka, “There were only about 200,000 mobile broadband connections in the country when we entered with our HSPA+ (High Speed Packet Access) 3.75G network and we have not only been successful ourselves, but have driven the penetration of mobile internet users in the country. To accomplish this category development we used our unique strategy of promoting ‘fast-safe-meaningful internet’, and this award is a recognition of its success.

In the short span of two years since Etisalat’s entry into the market the company has managed to win many awards, and creates a strong brand image amongst the Sri Lankan consumers. This award is the fourth Effie that Etisalat has won out of which three were silver, and it follows Etisalat’s victory of the SLIM brand excellence award.

Commenting on the achievement Mr. Gamika De Silva,  Senior Marketing Manager, Post-pay & Broadband stated “This award is dedicated to all the efforts rendered by the commercial team of Etisalat and to Response Marketing for the fabulous idea and creativity, and the Mindshare team for efficient media approach”