2013 Winners & Shortlists

The Brief

The communications objectives: create awareness of Nawras Internet services; project an image of innovation; and affect a sale. The marketing objectives: increasing product awareness among targeted consumers, providing information about product features, and reducing consumer resistance to buying the service. The business objective: sell Nawras consumer Internet services. Omanis know Nawras, but their loyalties lie with the older, government owned telecoms provider. Nawras had to create a way of talking to people that was surprising and intimate.

Describe how the promotion developed from concept to implementation

The audience was anyone looking for WiFi/internet services. Our idea was based on a human insight/hiccup. When you look for WiFi you try to steal it - ‘Piggybacking’. The implementation of the idea was executed on the very medium Nawras was offering services for: Wireless Internet. We created our own ‘Nawras Piggybacking’ – allowing people to test our free Internet just by clicking on any of our made-up, available networks. The campaign ran in malls and public areas.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our idea/names were unexpected, dramatizing the service offering, and – most importantly – ensured that the client acquired a database of names and numbers. 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.

Explain why the method of promotion was most relevant to the product or service

We manipulated routers to create multiple messages/available network names, directed at people looking for free WiFi. Our very own, ‘Nawras Piggybacking’. Available networks we created by manipulated one router to generate multiple available network messages. We used a digital platform to communicate Nawras’ digital-based offers. The network names 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 proven in the continuous and open dialogue Nawras now adopts through this medium, promoting new offers through this way.