Telecommunications
Let’sChat: Turning free messaging into lifelong connections
Xpark360 reframed Let’sChat’s zero-data messaging benefit as an emotional promise staying connected no matter your airtime balance and drove app installs behind it.
Installs up
App downloads increased
Zero data
Core product benefit
Mobile-first
Audience targeted
360°
Creative, social and community
The Challenge
Let’sChat’s biggest advantage messaging that doesn’t eat your data was also its hardest thing to explain. The brand needed a story people felt, not a feature list.
Objectives
Reframe the free-data benefit as an emotional promise: staying connected, always.
Grow app installs among young, mobile-first Nigerians.
Build a recognisable campaign identity across social and digital.
Strategy & Execution
The idea
‘Lifelong Connections’ shifted the conversation from data bundles to the people on the other end of the chat — family, friends and relationships you keep no matter your airtime balance.
Creative for scale
Real Nigerian conversations and everyday moments as the creative spine
A consistent visual identity carried across every placement
Short-form video built for sound-off, thumb-stopping feeds
Media and community
Paid social and app-install campaigns targeting mobile-first audiences
Influencer partnerships to make the benefit feel lived-in, not advertised
Always-on community management to keep the conversation going
Services deployed
Campaign Strategy
Creative Direction
Social Media Advertising
Influencer Marketing
App Install Campaigns
The Results
Downloads
Increased app installs from mobile-first Nigerian audiences, driven by install-optimised social campaigns.
Positioning
A clearer, more emotional brand position for Let'sChat in a category that mostly talks in megabytes.
Community
An engaged social audience and a reusable creative platform for future campaigns.
More Work
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AVIATION
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ENERGY & EXHIBITIONS
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A 52-day multi-channel campaign built from scratch new social accounts, paid search, Meta lead gen, SMS and WhatsApp that filled the Landmark Centre.
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