2012 Winners & Shortlists

The Campaign

The "5 Baj Gaye Kya" (Is it 5 o'clock?) campaign was created to highlight the earlier off-peak calling hours offered by the ‘Wasel Homeland Plan’ service from Etisalat. The campaign targeted Indian expatriates living in the UAE and was inspired by their great love for movies. Based on this, we created entertaining spoofs of Hindi, Malayalam and Tamil movies that featured lookalikes of the most loved superstars.

Success of the Campaign

Etisalat witnessed a steep rise in subscriptions within the first week of the campaign. By the end of the first month alone, 500,000 subscribers joined the service and the numbers continued to rise. The campaign also enjoyed a huge fan following on the Internet. Its cinema spots went viral on YouTube and became quite a hit. Popular Indian blogs were quick to pick this up and featured the campaign on their pages too. Many Indian expats also shared the spots online with their family and friends back home. The campaign was immensely popular on Etisalat’s Facebook page too and received the most ‘Likes’. "5 Baj Gaya Kya?" was a true blockbuster that had managed to increase awareness and subscribers in an unforgettable way.

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

The "5 Baj Gaye Kya" campaign was introduced with a 3 pronged approach which involved: POP/Posters, Cinema Spots, Online Advertising, Radio etc. To build intrigue, Posters & Cutouts – resembling movie POP – were first introduced in popular cinemas across the UAE. Placed besides the "Now Showing" movie posters, these were impossible to miss. Next came the Cinema Spots which were inspired by movie trailers. The spots caught cinema goers by surprise as they featured just before the main movie. Their high entertainment value ensured that the service would now be on everyone’s mind. Lastly, Online Roadblocks were also created for the most popular websites visited by Indian expats. Besides being the perfect reminder medium, the Roadblocks also targeted those who missed out on the cinema spots.