2014 Winners & Shortlists

THE APRON THAT'S GOT YOU COVERED

Short List
BrandWATANIYA TELECOM
Product/ServiceTELECOMMUNICATIONS
EntrantIMPACT & ECHO BBDO Safat , KUWAIT
CategoryConsumer Services
Entrant Company IMPACT & ECHO BBDO Safat, KUWAIT
Advertising Agency IMPACT & ECHO BBDO Safat, KUWAIT

The Brief

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.

Describe how the promotion developed from concept to implementation

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

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

- 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.

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

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.

Credits

Name Company Role
Cesar Jachan Impact/Echo BBDO Executive Creative Director
Lokesh Achaiah Impact/Echo BBDO Creative Director
Akram Rehayel Impact/Echo BBDO Art Director
Ayed Hassoun Impact/Echo BBDO Senior Arabic Copywriter
Hadi Abdel Majeed Impact/Echo BBDO Group Account Director
Ahmed Shamsin Impact/Echo BBDO Production Manager
Chroma - Hisham Murtada Additional company
Hanilens - Hani Ali Abdel Satar Additional company