Brand | OOREDOO QATAR |
Product/Service | MOZAIC TV |
Entrant | LEO BURNETT DOHA Doha, QATAR |
Category | Use of Print in a Media Campaign |
Entrant Company
|
LEO BURNETT DOHA Doha, QATAR
|
Advertising Agency
|
LEO BURNETT DOHA Doha, QATAR
|
Media Agency
|
UNIVERSAL MEDIA QATAR Doha, QATAR
|
Results and Effectiveness
Over 1200 app downloads and 700 logins the week the ad launched, compared to the previous average of 400 app downloads and 90 logins per week. That's a 270% increase in app downloads and a 744% increase in app logins, a truly 'transformable' difference that proved instant, practical success.
Creative Execution
Opportunity: From an extensive movie list and TV shows, Mozaic GO was premiering the latest Transformers movie for free.
Solution: To take advantage of the offer and insight, we created a special magazine ad where people could transform it into their own mobile stand, scan the QR Code and enjoy the movie from the comfort of pretty much anywhere.
Insights, Strategy and the Idea
Brief: At the beginning of 2014, Mozaic TV, provided by Ooredoo Qatar Telecom, launched an app called Mozaic Go which allows people to watch Movies and TV Shows On Demand on their smartphones. By October 2014, the client wanted to increase the acquisition as well as the usage of the app.
Challenge: People in Qatar aren't used to watch movies or TV shows on their smart phones. The perception is that watching movies will take too much time to download, plus it will consume a large amount of data. So how can we prove to people that these two concerns can be easily overcome when using Mozaic Go app? How can we encourage them to adopt a new trend and start watching movies on their phones?
Idea: We decided to provide people with the opportunity to experience a live demonstration/proof through the least expected channel, a print ad.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Munah Zahr |
Leo Burnett |
Executive Creative Director |
Sami Saleh |
Leo Burnett |
Managing Director |
Samer Lahoud |
Leo Burnett |
Creative Director |
Victor Haffling |
Leo Burnett |
Copywriter |
Thiago Gouveia |
Leo Burnett |
Art Director |
Felipe Menezes |
Leo Burnett |
Art Director |
Tala Alali |
Leo Burnett |
Senior Art Director |
Youssef Chahine |
Leo Burnett |
Communication Director |
Karim Kabbani |
Leo Burnett |
Communication Manager |
Lara Lynn |
Leo Burnett |
Communication Supervisor |
Krishna Kumar Balakrishnan |
Leo Burnett |
Production Manager |
Hanan Tabsh |
Universal Media |
Aor Director |