2015 Winners & Shortlists

Results and Effectiveness

Within two and half months, the YouTube videos received 500,000 views The OSN Go Facebook fan base grew to 25,000 and Twitter followers of 9,000 (generating a buzz with engagement of levels of 102,000).

Creative Execution

As an OTT offering, the natural content consumption is across mobile screens (tablet, phone) so we being we took to those very screens to disrupt their behavior and connect with our potential new subscriber base. We launched an online video series on YouTube which told the story of forgotten items like the ‘Lonely Handbag’ or the ‘Forgotten Football’ who all suffered on the sidelines as more people consumed OSN on the GO! Each possession lamented the relationships they formerly enjoyed with our viewers. Each video established a unique personality for ‘Go’ as a younger, funkier and energetic sibling, very different from OSN. #LifeWillNeverBeTheSame is an affirmation of how amazing the Go product is.

Insights, Strategy and the Idea

Once you reach 90% penetration, you have to think differently. You have to think about the homes which are blocked from you by contractual neighborhoods (i.e. Etisalat or Du in the UAE). How do you build your subscriber base when there are unyielding physical barriers? OTT On-Demand Internet Streaming (a’la Netflix). OTT is the fastest growing segment in the world. MENA has lagged behind due to regional rights, but with movie rights secured by OSN, there was nothing stopping the creation of “Go! With OSN.” The first OTT streaming video service for MENA. Go! will bring a previously untouchable subscriber base into the OSN family at the value cost of $10/month. As the perfect offer for multi-screen viewers it was also a potential threat to existing OSN Pay TV subscribers who pay 3x more for home service.