THE APRON THAT'S GOT YOU COVERED
Brand | WATANIYA TELECOM |
Product/Service | TELECOMMUNICATIONS |
Entrant | IMPACT & ECHO BBDO Safat , KUWAIT |
Category | Merchandising/In-store Marketing & Point of Purchase Displays |
Entrant Company
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IMPACT & ECHO BBDO Safat, KUWAIT
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Advertising Agency
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IMPACT & ECHO BBDO Safat, KUWAIT
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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
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 |
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Additional company |
Hanilens - Hani Ali Abdel Satar |
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Additional company |