2011 Winners & Shortlists

Results and Effectiveness

*Wataniya witnessed their biggest ever jump in subscription: 500% during this period. Almost 60% of the SMS received during the competition period came from these cafes.

Creative Execution

If we can’t be in TV, we can be on TV! We took over 46 cafes in Kuwait and custom made TV frames and placed it around 50 screens that showed the matches. We ran a competition asking the viewers to SMS the results of the game before it started. The winner would get instant rewards or an entry into a big draw with cash prizes.

Insights, Strategy and the Idea

FIFA Football World Cup 2010 was the most awaited event of the year. Broadcasting rights were given exclusively to a regional Pay TV station. Advertising cost was astronomical, besides Wataniya Telecom is only based in Kuwait. The fact remains that they all loved football and they all love watching it in cafes with friends.