2010 Winners & Shortlists

Results and Effectiveness

The initial response was overwhelming and in fact the client had difficulty in dealing with the initial volume of enquiries. During the period of the campaign: - Footfall increased by 15%. - Visits to website increased by 23% - Calls to call centre increased by 30%

Creative Execution

We had recently carried out a full rebrand for menatelecom and this campaign developed out of the initial brand work we did. Our solution was to brand a name the Key itself, hence the "MY KEY" positioning. The consumers were able to have their key personalized with their own name and choice of colour. The colour range available was used to brand different elements of the campaign to target different audience segment and we produced advertisement and collaterals tailored by colour code and image elements aimed at different segments of the target audience. The channels we used were a mix of press and outdoor advertising, containing calls to action to visit retail stores, the website or the call centres. These were linked to point of sale, instore advertising, collateral and product packaging all developed as part of the wider campaign.

Insights, Strategy and the Idea

The objective was to launch the first WIMAX USB device with total coverage in the Kingdom of Bahrain. We needed to highlight the use of 4G technology and communicate a range of packages to a researched and identified target audience. Target audience was mainly 16- 35 years old, cross gender, people on the move. From students to professionals. The unique idea was to personalize the device to each segment of the target market: so it became your own personal device to give your coverage across the Kingdom of Bahrain. It was a unique product developed by the client and therefore a unique opportunity for the target audience to acquire this product.