MWEB launches uncapped ADSL campaign to educate the public

Carolyn Holgate, MWEB Connect GM, says the 'Get Uncapped' campaign gives South Africans a first-hand look at how engaging and inspiring the internet can be when they don’t have to worry about bandwidth, freeing their use of the internet.

The advert, produced by Egg Films and animated by Masters & Savant Worldwide, features 3D animation with fun, playful scenarios of people enjoying uncapped internet.

“The 'Get Uncapped' campaign introduces three characters: the entertainment buffs, the entrepreneur and the social media addict. The advert introduces the characters and directs viewers to the microsite, which unpacks the hardware they use, their favourite online destinations, communities, videos, images and infographics,” she says.

The same characters appear in online and retail advertising, social media, brand activation, CRM, PR and internal communications in a fully integrated, through-the-line campaign.

“The campaign gives South Africans a glimpse of an uncapped internet lifestyle, as well as a taste of the extensive and exciting content the Internet has to offer, with some quick and easy tips on how to optimise their own internet experience,” she says.

Due to the country’s historically slow and expensive internet, South Africans have restricted their online behaviour to fall within their bandwidth allotment. Above email, the occasional web browsing and internet banking, most people haven’t yet harnessed the full power of the internet and don’t know how to tap into it.

“Uncapped internet access opens up a new world of opportunity, enabling people to enrich their personal and professional lives with information and entertainment, community and commerce. From watching your favourite shows online to making VoIP calls; shopping or gaming online; you can now explore content without having to worry about being capped,” says Holgate.

MWEB started the Free the Web initiative to challenge the status quo, change how South Africans access and use the internet and more closely align the local internet landscape with international benchmarks.

Followed by MWEB’s pioneering launch of affordable uncapped internet access in March 2010, most other local ISPs have followed suit and now offer uncapped packages. “MWEB believes that an uncapped, unthrottled connection is key to getting the most out of the internet. Our mission is to continue to simplify, improve and advance the Internet and the way people connect to facilitate the very best internet experience possible,” says Holgate.