2009 Winners & Shortlists

Results and Effectiveness

In terms of ROI, with the hype & word of mouth around the Golden executions, Gold Numbers’ sales increased by 35% creating a loyal base of satisfied Wataniya clients for 2 years.

Creative Execution

Unipoles painted in Golden with Golden Men structures were constructed (despite the strict municipality regulations). Promoters in Malls sprayed in Gold al over were distributing flyers & driving traffic to Wataniya’s sales booth! The prmoters became popular characters and people rushed to take photos with them and to understand what they have to offer. “The Gold Man” poster was displayed on windows of major Gold shops, grabbing the attention of the Kuwaiti community. Gold Man, Gold Promotion, Gold Shop!

Insights, Strategy and the Idea

Wataniya Telecom wanted to maintain market-share while simultaneously creating new loyal customers.Consumer behaviour studies indicate that mobile users would shift immediately to any telecom operator that provides them with a special number free of charge. During Eid Al Fitr period, people enjoy outdoor activities, whether cruising in their cars or shopping in malls & gold souks, especially that buying gold during eid is a local tradition. In collaboration with Wataniya Telecom, the “Gold” promotion was launched all over Kuwait during eid offering “Gold Plus” unique & special numbers free of charge to customers, upon committing for a two year subscription. Since gold resembled a prestigious item and had traditional value amongst the Kuwaiti consumers, the whole 360 degrees campaign revolved around the gold element in terms of execution.