2012 Winners & Shortlists

Results and Effectiveness

On average every satellite shop programmed 30 to 40 new satellite boxes a day with Wataniya TV. That corresponds to 24,000+ homes that were personally introduced to Wataniya TV, every single week. (This makes more than 12% of the Kuwaiti Households.) Reaching thousands of homes directly through satellite shops, Wataniya TV became the 5th most watched TV station in Kuwait in the first year of its launch (source IPSOS and PARC) with an awareness recall of 83% (source IPSOS). (Met our overall objectives of being ranked in the top 10 out of the 60 channels monitored in Kuwait )

Creative Execution

We partnered with approximately 100 satellite shops across Kuwait. The technicians were instructed to set up Wataniya TV on the favorite list of every satellite receiver that was handed to them. Once customers installed their reprogramed satellite receivers and surfed through their favorite list, they would be introduced to the latest Ramadan channel in Kuwait, Wataniya TV. The technicians were briefed on the channel grids and were armed with channel guides to distribute and inform customers. The usually dull looking shops were also spruced up with some point of sale branding. The TV launch was also supported through mass and ambient media.

Insights, Strategy and the Idea

The holy month of Ramadan is the most festive and active season of the year. Brands across various industries offer dazzling promotions and the media landscape is crowded with commercial offerings. TV viewership soars during Ramadan, with established TV stations investing heavily in their content. Wataniya Telecom went one step beyond regular TV promotions however and launched an exclusive Ramadan TV channel of their own. Our objective was to lure viewers away from the established TV stations and direct them to the Wataniya TV channel. Seeing as TV stations have been heavily promoting their Ramadan content for years, this proved quite a difficult task. Analyzing every step of TV consumption habits in Kuwait, we discovered a golden granule of insight: Before Ramadan, people in Kuwait visit their preferred satellite shops to reprogram satellite receivers to their favorite Ramadan channels. So we decided to use these shops as our unofficial sales force.