Brand | NAWRAS |
Product/Service | WIFI |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | CONSUMER PRODUCTS & SERVICES |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
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.
Credits
Mahdy Abdelrahman |
Leo Burnett Dubai |
Junior Art Director |
Janelle Erickson |
Leo Burnett Dubai |
Copywriter |
Dima Kronfol |
Leo Burnett Dubai |
Senior Art Director |
Gabriel Noronha |
Leo Burnett Dubai |
Traffic Manager |
Alya Aladawy |
Leo Burnett Dubai |
Communications Executive |
Khalil Salem |
Leo Burnett Dubai |
Group Communications Director |
Simon Raffaghello |
Leo Burnett Dubai |
Copywriter |
Haytham Lamah |
Leo Burnett Dubai |
Copywriter |
Frederick Tadeo |
Leo Burnett Dubai |
Interactive Art Director |
Ammar Safi |
Leo Burnett Dubai |
Art Director |
Mohamed Oudaha |
Leo Burnett Dubai |
Creative Director |
Peter Bidenko |
Leo Burnett Dubai |
Regional Executive Creative Director |
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Office |