2010 Winners & Shortlists

The Campaign

With Ramadan just around the corner, Wataniya Telecom wanted to leverage on the extensive television time consumed during this month. But given the multitude of me-too commercials on air, the last thing we wanted to do was another 30 or 60 seconder. We decided to create Kuwait’s first-ever commercial episodes. Two quirky and funny characters would spend the entire Ramadan entertaining and educating people about Wataniya products and services, in ways far close to conventional advertising.

Success of the Campaign

- First ever multi-integration campaign in Kuwait, let alone the telecom space - Over 10,000 people visited the website - Thousands of Mona Lisa paintings were forwarded - Our heroes became the hot topic during Iftar and on blogs - Unbelievable but true, the Voice SMS subscriptions actually crashed the network - Above all, unprecedented sales and revenue increase for Wataniya Telecom

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

- We created 15 TVC episodes, with the budget allocated for one commercials - The series of commercials we then simultaneously aired on TV and Online for 30 days, with a new spot released every two days - 15 Radio Commercials and 15 Press & Outdoor and 15 SMS supported the TVCs - If you notice, every TVC setting has a Mona Lisa painting comically tweaked to represent each of the 15 services - On YouTube we engineered a way to click the Mona Lisa as the TVC plays, and people would be directed to a microsite with all the product demos - On the microsite visitors could meet our 2 heroes, who reinforced the fun part of using Wataniya services - There was even a Mona Lisa room where one could dress her up in the most hilarious fashion and forward them to friends.