Etisalat Mobile, at the peak of its operations in Nigeria, were known to be innovative with their range of solutions which extended to the walk-in centers situated at high traffic malls and plazas around the country. Unlike competition, It made a decision to have super technical staff at these centres to handle more complex issues that involved devices, OEM software and applications. To introduce these set off people who were called the GEEKFORCE in 2013, Etisalat contacted us to develop a campaign that recruited the first set while simultaneously educating the public about their role at the centers.
We developed an online reality show called the “Geek Force Internship” where over 6 weeks, 10 contestants were shortlisted and housed as they went through a series of training, tasks, challenges and elimination events that were documented and shared with the public daily. The top 5 contestants won prizes and were hired as full time staff of the telecommunications company. Our task ranged from ideation to full content development and execution. This meant that we captured and shared activities from the houses with the public , created marketing collateral and ran the voting/elimination process. At the end of the process, we had 7,525,671 votes, shared 80 different content on the blog/portal and increased facebook followership to 474,319.