2010 Winners & Shortlists

Results and Effectiveness

Over 60% of the target audience was reached with the TV Integrated Promo!! Generated over 600 million TV impressions across 7 markets in MENA!! All this at approximately 50% lower cost-per-thousand vs. Sony Ericsson’s overall average!!! TV, Radio & Online exposure of this activation was worth over $12million ONLINE: 11.4 million impressions delivered on BAH microsite!! On Video on Demand site, 3.8 million views of the integrated promo!! CTR on banner was 7.44% But most importantly, sales targets were achieved in 2 months!

Creative Execution

Consumers were actively engaged across all touchpoints: Special BTL packaging for W995 BAH phone was created to push this unique never-done-before partnership & drive awareness at store level. Integrated promo (showcasing W995) was created with MBC1 TV creative team & aired across MBC1 & four other MBC channels. This integrated promo was also aired on UAE cinemas. Radio ads were created & aired on MBC radio stations. Sponsorship of BAH dedicated microsite & Video On Demand site was done to further own the activation. Viewers could see full episodes of BAH Season 4 two-three days after TV airing. Complete W995 branding, including SE BAH W995 TVC playing before & after each episode (which the consumer cannot forward!!). An online campaign was negotiated with mbc.net to push this activation further Entire campaign was supported across Print & Outdoor as well. Holistically supported across every touchpoint!

Insights, Strategy and the Idea

Our challenge was to launch W995 mobile during Ramadan & to showcase its movie playing capabilities. We needed to achieve sales targets across MENA in a recession-hit region, where consumers were not replacing their phones as often as they used to. Insight & Research showed that Bab Al Hara (BAH) is one of the Top 3 Ramadan programs watched in the region & has a religious following across all age groups. BAH is aired only once a year on MBC1 during the 4 weeks of Ramadan & generates an average rating of 25. The idea was to partner with BAH & to create a special BAH W995 phone edition, which came pre-loaded with content: entire season 3 of BAH, ringtones, games & wallpapers. Consumers who purchased the phone were given a “Key” to watch 4 minutes exclusive daily ‘Mobisodes’ of Season 4 a day before the episode aired on TV.