2012 Winners & Shortlists

The Campaign

3G was relatively new to Jordan. While Orange the dominant telecom player had introduced the technology, the masses were not aware of its benefits. It was perceived as expensive. Having had a first mover advantage, Orange was perceived as the leader. Zain had to introduce it’s HSPA+ service and sell 15,000 units of dongles in 3 months. To achieve the aggressive sales objective we needed to broaden the relevance and appeal of the technology amongst masses. We took our inspiration from Zain’s brand slogan “Wonderful World” and explored elements that symbolized this within the Jordanian culture. We realized that rain held a special place in the hearts and minds of Jordanians. We decided to create a campaign theme of “raining a wonderful world” in order to create emotional appeal, interest and brand differentiation.

Success of the Campaign

The campaign achieved the 3 months sales target in 3 days! and Zain market share increased from 11% to 30% over a six month period

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Our campaign was structured in a tease and reveal format with rain clouds being the creative pneumonic. In the teaser phase images of rain clouds appeared in newspapers and digital media as content and ads. Big iconic rain clouds dominated out of home ranging from outdoor posters to mall placements. Alongside huge visually impressive icons dominated the streets (as media first).WOM was built via celebrity radio integration (as a media first) Mohammad Al Shaker, the CEO of Jordan Weather Est. for Meteorological Consulting and the most famous weather forecaster in Jordan, predicted the arrival of loaded clouds with goodness into Jordan, blogs and tweets. The rain clouds were unmissable. The reveal took place across multiple touch points linking the rain clouds to Zain and the goodies that the HSPA+ service offered.