2010 Winners & Shortlists

The Brief

Every year, the InfoConnect Exhibition is an eagerly awaited event for electronics and communications retailers, and consumers alike in Kuwait. Considering that Kuwait is a relatively small and mature market for telecommunications, companies are ever gunning for a miniscule share. Promotions are galore and competition is severe. Wataniya Telecom had to entice customers in the most original and exciting fashion.

Creative Execution

Kuwait is a bit of an enigma when it comes to creativity and originality. InfoConnect Exhibition is flooded by a sea of me-too looking stands that usually end up being blind spots. Companies are often forced to rely upon over-the-top offers during exhibitions to woo crowd. Wataniya's huge 3 dimensional spacecraft was literally a beacon in the middle of the exhibition, and visitors were automatically drawn to it. Then our interactive and techno-advanced telecom experience went on to do the rest. Wataniya truly stood up to its reputation as the country's most vibrant and innovative brand.

Describe the creative solution to the brief/objective.

Breaking the shackles of a traditional stall, we designed and built a gigantic spacecraft right in the middle of the exhibition. More than just an eye-grabber, this giant 3D space station was a total interactive environment. A specially created animation of our spacecraft speeding through space was projected on giant screens. Forget conventional pamphlets, visitors explored Wataniya on touch-screens, navigated through planets to view products, engaged with game controls and alongside discoverd extra-terrestrial offers. A direct response campaign was initiated around the event using press, radio and TV, driving people to come and take part in our interstellar experience.

Results

Significant increase in footfall as compared to last year Prepaid Line sales tripled over the previous year Overall weekend sales increased by over 600%