2020/2021 Winners & Shortlists

Why is this work relevant for Media?

The product is Postpaid packages. In this campaign, we wanted to introduce the revamped packages which include new features and a whole new package which the postpaid 400. This campaign was the second phase of an equity campaign was launched earlier in the year. The equity campaign was built on the insight of “open a new page” which was a reaction after one of the competitors increased their bundle prices.

Background

The challenge was to introduce the new packages in time where the market is flooded with offers we had to stand out and make sure our campaign is noticed. The other challenge was to increase the profitability of the postpaid packages without starting a price war among the competition. And if we take a look at the postpaid customers we will find them picky they want “the best of everything”. We wanted to play with this insight (our customers want the best of everything) and cut short the gigabytes game. We knew the promise that our competitor gave was short-lived. Today it is 100 GBs, tomorrow 150 GBs, and so on. We didn’t want to mention data in the main message. We decided not to be so serious and to refresh the whole discussion. A joke can even be a bit overpromising so we came up with the wishes granting

Describe the creative idea / insights (30% of vote)

we decided to tease the market before we launched our revamped packages. Riyadh is relatively cluttered when comes to the outdoors. There is only one iconic large-format location inside the city, with over half a million commuters passing it every day. For years it had belonged to our competitor. Suddenly the opportunity arose to take over the iconic location from the incumbent. And we designed a visual that was unfolding the characteristic purple color associated unmistakably with our competitor. The new unfolded message was simple: “A New Page” In phase 2, we launched our postpaid packages with the Genie who grants wishes.

Describe the strategy (20% of vote)

We wanted to play with this insight (our customers wants the best of everything) and cut short the gigabytes game. We knew the promise that our competitor gave was short-lived. Today it is 100 GBs, tomorrow 150 GBs, and so on. We didn’t want to mention data in the main message. We decided not to be so serious and to refresh the whole discussion with a bit of comedy. A joke can even be a bit overpromising so we came up with the wishes granting GENIE

Describe the execution (20% of vote)

This campaign was full 360 communication ( TV, OOH, Digital ( owned and paid ) , Radio, Direct Marketing activations) and cinemas we started this campaign from Campaign airing date:March 5 – April 10

List the results (30% of vote)

50% more postpaid subscribers - May to July vs Feb to April ’19 Market share of new postpaid subscribers grew by 20 points vs April Spontaneous Brand Awareness grew by 9 points (vs KPI of 5 points) Ad awareness increased by 9 points Aided Recall grew by 15 points Relevance increased by 10 points