2015 Winners & Shortlists


Product/ServiceMOZAIC TV
CategoryConsumer Services
Entrant Company LEO BURNETT DOHA Doha, QATAR
Advertising Agency LEO BURNETT DOHA Doha, QATAR

The Brief

At the beginning of 2014, Mozaic TV (provided by Ooredoo Qatar Telecom), launched a new 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 push again for Mozaic Go and increase the acquisition as well as the usage of the app.

Describe how the promotion developed from concept to implementation

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? We decided to provide them with the opportunity to experience a live demonstration/proof through the least expected channel, a print ad.

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

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.

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

Insight: Nowadays, people are almost always multitasking or on the go, even when they're at home. 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.


Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Sami Saleh Leo Burnett Managing Director
Munah Zahr Leo Burnett Executive Creative Director
Samer Lahoud Leo Burnett Creative Director
Victor Haffling Leo Burnett Copywriter
Felipe Menezes Leo Burnett Art Director
Thiago Gouveia 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