2014 Winners & Shortlists

Results and Effectiveness

- Wataniya connected people back with their mobiles at Hair Salons. - The long hair salon sessions are no longer boring. - This time spent on mobile phones is added business to the client. - Requests for Wataniya aprons, not just in Kuwait, but also from across the region.

Creative Execution

We designed and produced a first-of-its-kind hair salon apron with a see-through plastic window. The Apron was then distributed for free to hair salons with a message that Wataniya has got you covered. Through this window, the person could now easily view the phone or tablet screen under the apron and carry on about their social networking, chatting, gaming or surfing without having to interrupt the flow of the hairdresser.

Insights, Strategy and the Idea

Hair and beauty salons are one of the few places where people feel cut off from the world, since they are not able to access their mobile phones and tablets. Also people don’t usually like to pause the stylist or hairdresser repeatedly in the middle of a session, as it may lead to a bad hair day. We had to find a way to re-connect people with their favorite gadget, so they could catch up with their social world without interruptions. There a big opportunity to reach this new audience.