2010 Winners & Shortlists

The Brief

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.

Creative Execution

Kuwait's First TVC Episodes was more than just an ambitious TVC project. Considering that Kuwait is relatively saturated telecom market, the next logical step was to entice customers towards Wataniya's value added services such as MMS, Voice SMS, Collect Call, among many. With each TVC episode, our two heroes communicated the fun and ease of every service, and at the same time kept people thoroughly engaged. Virals, Press, Outdoor and SMS integration then went on to do the rest. Among Kuwait's fierce telecom competition, Wataniya truly stood up to its reputation as the country's most spirited and innovative brand.

Describe the creative solution to the brief/objective.

- We created 15 TVC episodes with the budget allocated for One Commercial. - We supported the TVC episodes with 15 Radio spots, 15 Virals, 15 Print & Outdoor and 15 SMS. - One ad was released every two days, for 30 days, simultaneously across the media. - 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 TVC as it plays, and people would be directed to a microsite with all the product demos.

Results

- 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