“BE HEARD”
For years, Rebtel had positioned itself as the price-leader of international calling. But it was becoming increasingly difficult to compete against free internet calling apps with a "low price" message.
So in 2017, we decided to re-position Rebtel as the quality international calling service. To communicate this, we developed a campaign to highlight the bad experience of free internet calls by showing a personification of “Bad Quality” connections interrupting people in their everyday lives.
I worked closely with crafting Rebtel's new positioning and creating the "Be Heard" communications concept.
I also wrote, produced, directed, and edited the films for the campaign.
Awareness TVCs
“Job Interview”
As the hero assets of the full-funnel “Be Heard” campaign, we produced three comedic awareness TVCs to make Rebtel’s repositioning message memorable for our audiences.
Well, it was actually 12 TVCs - as we needed to produce 4 versions of each film to serve to Rebtel’s various international markets and diasporas. For the Latino and African versions of “Be Heard,” we worked with the beloved Cuban comedians Los Pichy Boys and Nigeria’s king of comedy Basketmouth.
I wrote, produced, and directed all of the TVCs and social films for the campaign.
“Rap Battle”
“Proposal”
Social Media Assets
To celebrate the “Be Heard” campaign, Rebtel and the Los Pichy Boys also surprised Luis, our “Bad Quality” star, with a new iPhone and free unlimited calls to his loved ones in Colombia.
