2015 Winners & Shortlists

Brief Explanation

OSN is the leading pay TV platform in the Middle East. In order to sell subscriptions, we tapped into a key consumer insight: that people want to be perceived as being ‘in the know.’ For OSN, this translates into being in the know about the latest television and movies when you’re with friends and co-workers. We wanted to contrast the benefits of watching OSN vs. watching free to air TV – where content is typically older, dated, and edited. We had to fight inertia and convince people who watch free to air that they needed to take action and subscribe to OSN in order to be in the know. People take pride in being in the know when it comes to their entertainment preferences. It’s what we talk about with friends at the coffee shop, and it lightens up our conversations with co-workers. We wondered: What would happen if you weren’t able to watch what your friends and co-workers are watching? How would you relate and what would you talk about? How would you feel? With this in mind - we created a campaign showing the perils of not having OSN.