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

Our media vehicle were Hair and Beauty Salon aprons, a first-of-its-kind designed and produced with a see-through plastic window. These aprons were distributed to salons for free, as an initiative from Wataniya Telecom who wanted their customers and even the competition customers to enjoy their hair salon time without being disconnected from their social and online world. Hair Salon owners were excited about the prospect of this unique apron that kept customers engaged during the session.

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. We designed, produced and distributed for free, a first-of-its-kind Hair Salon apron with a see-through plastic window. 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.