2013 Winners & Shortlists

Brief Explanation

Nawras, Oman’s telco, wanted people to buy their Wireless Internet services. When people look for WiFi, they try to steal it. It’s called ‘Piggybacking’. We used the most relevant medium: WiFi available networks (the ones you see when you’re searching for WiFi) to communicate the offer of free WiFi. We manipulated routers to create multiple available networks, targeting the right people at the right time to offer Nawras WiFi. It's called ‘Nawras Piggybacking’. If people clicked on the newly-created WiFi network names, they'd get free Internet, and Nawras got names and numbers with which to sell Nawras WiFi.