2011 Winners & Shortlists

Results and Effectiveness

We clearly captured the hearts and national interest of the Kuwait people, generating 30 PR articles over 48 hours, with the Viva Mother’s Day being covered by National TV and Print to the value $300,000. Viva extended the mall activation to accommodate demand with the recording studio working flat out - 14 hours a day over two days. 217 Mother’s Day Video messages were recorded and uploaded, resulting in 80,000 YouTube views by their mum’s, family and friends. The Viva consumer-generated TV spot reached over 70% (1.8MM) of the Kuwait people on Mother’s Day. Happy Mother’s Day the Viva Way.

Creative Execution

Viva constructed a live mini recording studio in the heart of Kuwait, in its busiest mall. Mall-goers - men and women, children and adults, sons and daughters of all ages and nationalities - were invited to record Mothers’ Day greetings. Videos were recorded, uploaded on YouTube and instantly viewable. Viva used these heartfelt consumer messages in a special Mother’s Day tribute, which we then aired on TV as a 30 second message of love. It was a tribute to mothers created, not by VIVA, but by the Kuwaiti public. Simple yet powerful; real time yet eternally memorable; technologically-generated yet meaningful and emotive. The campaign was entirely human-sourced. The campaign belonged to the people as much as it did VIVA. VIVA was no longer a faceless telecoms company, but a connector - it became a part of the emotional experience between people and their mothers.

Insights, Strategy and the Idea

While telecommunication products are all about rationality, logic, data, wires and technology, the communications service they provide is at the heart of human emotional connection in the modern world. Our strategy was to harness the power of the year’s most emotional celebration – Mother’s Day - and use Viva’s technological expertise to help people express themselves without inhibition and send messages to their loved ones. We wanted Viva to stop being a technology firm, and to become a connector, enabling real people talk to one another about the things that really matter.