2017 Winners & Shortlists

The Campaign

OPPORTUNITY: Renna Mobile, a telecommunications brand in Oman had an opportunity. And to promote its low-cost international voice plans, we needed to let them know that Renna Mobile is more affordable than other mobile carriers.

Creative Execution

EXECUTION: Using handcrafted illustrations on print (as newspapers are the one communication channel they do have access to), we designed customized ads for India, Pakistan and Bangladesh, based on insights gained from the workers about the range of stories and moments that they missed and wanted to talk about with people back home. Through the idea of “A Billion Things To Talk About”, the print ads show the range of things they could talk about with their loved ones back home, for low costs.

Indication of how successful the outcome was in the market

RESULTS: Brand uplift of 20% and sales uplift of 12% in just 3 months of the launch of the ads. The campaign was also voted as 2016’s #1 Print Campaign of the Year by Campaign Middle East.

INSIGHT: They miss home and everything about home; their children, their spouses, their parents, their friends, their neighbourhoods, their festivals, their weddings, the little stories and the big ones, as well as the sights, the sounds and the scents from home. And there are a multitude of topics that they want to have conversations about with the people that matter back home. But, they are unable to do so as often as they’d like, given their low wages and the expensive voice plans by other mobile carriers that they simply can't afford.