2010 Winners & Shortlists

GO RED

BrandWATANIYA TELECOM
Product/ServiceTELECOM PROVIDER
EntrantZENITHMEDIA Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Magazines/Newspapers
Entrant Company:ZENITHMEDIA Dubai, UNITED ARAB EMIRATES
Media Placement:ZENITHMEDIA Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

Wataniya Telecom regained its lost association with Kuwaitis after the 10th Anniversary campaign (source: IPSOS Brand Recall Tracking Survey). Brand Awareness jumped by 2 points during the campaign (source: IPSOS Brand Recall Tracking Survey). Wataniya Telecom for the 1st time in 10 years broke the domination of Zain Telecom which spends double the budget of Wataniya Telecom in Kuwait (source: IPSOS Brand Recall Tracking Survey). 13th December 2009 issues of Al-Rai Newspaper & Kuwait Times were off shelf in a breaking record time. Kuwaitis bought the copies as a collector’s item as per official emails received from both.

Creative Execution

We did something never done before in Kuwait. We tied up with the two leading dailies of Kuwait Al Rai (Arabic) and Kuwait Times (English) to announce the 10th Anniversary. On 13th December 2009 these two dailies printed their front pages in RED ink. The front page had story on the 10th Anniversary of Wataniya Telecom. The ear panels on the front page were branded by Wataniya Telecom and had message asking the readers to check Page 3 which had full page 10th Anniversary ad.

Insights, Strategy and the Idea

Kuwait has witnessed fierce competition amongst its mobile service providers. 2009 was the 10th year of operation for Wataniya Telecom. Wataniya in Arabic means Nationalism. Challenge was to regain “local” status and be a pride of Kuwaitis at large. Research provided insights that Wataniya Telecom was not perceived as a local brand by many after Qatar Telecom acquired 51% managing stake in 2007. RED as a color is extremely important in Kuwait culture. It’s in the national flag and is part of the national dress Ghutra (the head scarf). It’s also the color of Watanyia Telecom logo. Our idea was to take over the very heart of what means so much to Kuwaiti’s, their morning Newspapers! Newspapers represent a symbol of liberation for Kuwaitis for their role post Iraqi invasion and their freedom of press and are the most effective tool in Kuwait when it comes to changing opinions.

Credits

Name Company Role
Ibrahim Kalash Zenithmedia Media Director