2013 Winners & Shortlists

NAWRAS PIGGYBACKING

Short List
BrandNAWRAS
Product/ServiceWIFI
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryMOBILE ADVERTISING
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Brief Explanation

Nawras is an Omani telecoms company that wanted us to promote their WiFi/Internet/Broadband services. Our insight was based on a beautiful human hiccup: when you look for WiFi you try to steal it - AKA ‘Piggybacking’. The audience was basically anyone looking for WiFi/internet services. (Omanis know Nawras, but their loyalties lie with the older, government owned telecoms provider.) We had to create a way of talking people that was both surprising and intimate so that both current and prospective customers would take note. The campaign ran in malls and public areas. We created our own ‘Nawras Piggybacking’ – allowing people to test our free Internet just by clicking on any of our made-up, available networks. Available networks we created by manipulating one router to generate multiple available network messages. Even though there were multiple messages created for all WiFi-enabled devices, our lines always appeared in alphabetical order and on top of all other network names thanks to an underscore used before every line. If people clicked on any one of Nawras' newly-created available networks, they were then asked to enter their names and numbers so that they could access/test a day’s free Internet. People's names and numbers were added to Nawras' database. One which will now be used to sell Internet packages to prospective customers. The network names used to entice interested people were made available to all WiFi-enabled devices, including iOS, Android, BlackBerry, Windows 8 Mobile. Basically, if you’re looking for WiFi, you’ll find ours. The dexterity of the idea is best exemplified in the continuous and open dialogue Nawras now has created and continues to use through this medium, promoting new offers through this way. The idea was relevant to both the client and target audience because the medium we utilised was relevant to all (and free for the client!). Despite zero media budget, with this campaign: - We achieved maximum exposure to the right people at the right time. - People got to test the speed of Nawras' internet for free. - Nawras' database increased significantly. - Revenue grew by 1.2% during the same period.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
Peter Bidenko Leo Burnett Dubai Regional Executive Creative Director
Mohamed Oudaha Leo Burnett Dubai Creative Director
Ammar Safi Leo Burnett Dubai Art Director
Braden Deatcher Leo Burnett Dubai Graphic Designer
Frederick Tadeo Leo Burnett Dubai Interactive Art Director
Haytham Lamah Leo Burnett Dubai Copywriter
Simon Raffaghello Leo Burnett Dubai Copywriter
Khalil Salem Leo Burnett Dubai Group Communications Director
Alya Aladawy Leo Burnett Dubai Communications Executive
Gabriel Noronha Leo Burnett Dubai Traffic Manager
Dima Kronfol Leo Burnett Dubai Senior Art Director
Janelle Erickson Leo Burnett Dubai Copywriter
Mahdy Abdelrahman Leo Burnett Dubai Junior Art Director
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