KUWAIT'S FIRST TVC EPISODES
Brand | WATANIYA TELECOM |
Product/Service | RAMADAN GREETING |
Entrant | IMPACT & ECHO BBDO Safat , KUWAIT |
Category | Best Use of Television/Cinema |
Entrant Company: | IMPACT & ECHO BBDO Safat, KUWAIT |
Advertising Agency: | IMPACT & ECHO BBDO Safat, KUWAIT |
Media Placement: | ZENITHMEDIA KUWAIT Salmiya, KUWAIT |
Credits |
Results and Effectiveness
- 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
Creative Execution
- 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.
Insights, Strategy and the Idea
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.
Credits
Oussama Gholmieh |
Impact & Echo BBDO Kuwait |
Managing Director |
Hadi Abdel Majeed |
Impact & Echo BBDO Kuwait |
Group Account Director |
Lokesh Achaiah |
Impact & Echo BBDO Kuwait |
Sr. Copywriter |
Pankaj Bangde |
Impact & Echo BBDO Kuwait |
Sr. Art Director |
Luciano Dipietro |
Impact & Echo BBDO Kuwait |
Multimedia Manager |
Rithesh Ozario |
Impact & Echo BBDO Kuwait |
Digital Art Director |
Ibrahim Kalash |
ZenithOptimedia |
Media Director |
Abdelkader Aziz |
Dx Productions |
Producer |
Yatindra Shinde |
Yati Design/Animation |
Illustrator |