2022 Winners & Shortlists

NOT BIGGER NOR SMALLER THAT WHAT YOU NEED

BrandCOMMUNICATIONS AND INFORMATION TECHNOLOGY COMMISSION
Product/ServiceTELECOMMUNICATION AWARENESS
EntrantCOMMUNICATIONS AND INFORMATION TECHNOLOGY COMMISSION Riyadh, SAUDI ARABIA
CategoryCorporate Purpose & Social Responsibility
Idea Creation HABBAR ADVERTISING CO. Riyadh, SAUDI ARABIA

Why is this work relevant for Creative Strategy?

This work is relevant to creative strategy because it utilized a simple yet effective way to make consumers reconsider their use of cellular data plans.

Background

Situation: One of the duties of The Saudi Communications and Information Technology Commission (CITC) is to help cellular network users to make the most out of their cellular data plans. Through their analysis, CITC found that many users are overpaying for data plans because they chose plans that don’t match their usage, resulting in paying for unused benefits when the data plan is too large or paying extra when the data plan is too small Brief: Come up with an idea to make users consider if their cellular data plans match their needs. Objectives: The objective was to raise awareness about the importance of getting a cellular data plan that matches your need and making users reconsider and reevaluate their existing plans.

The Interpretation of the Challenge (30% of vote)

The challenge the client faced was the fact that due to their role as facilitators of telecommunications they received the blame for every problem related to telecommunication even when it is caused by something the users themselves. This resulted in in having a number of negative audience members that don’t view the brand favorably. We wanted to address this in a way that breaks through this tension and found that the shift in tone and humorous style helps in improving this.

The Insight / Breakthrough Thinking (30% of vote)

What inspired this campaign was the data that CITC had that showed how much of the prushcased bandwidth in cellular data plans goes unused. This simply is not logical so we wanted to visualize it to make the audience realize what it actually looks like.

The Creative Idea (20% of vote)

To spread awareness regarding this issue, CITC launched a video that visualizes how having a data plan that doesn’t match what you need, would look like in real life. We see using comically large or comically small objects in their everyday lives. The video ends with the line “Not bigger nor smaller than what you use, Get a plan that matches your need.”

The Outcome / Results (20% of vote)

The campaign helped users realize that they might have to reconsider their data plans and change them. Also the response to the whimsical style of the campaign helped the CITC brand in becoming more relatable and closer to people’s hearts.

Please tell us how the brand purpose inspired the work

The client in this campaign was the Ministry of Communications in Saudi Arabia, and one of their specializations was to educate people on how to work with devices and spread a culture of promotion for them.

Credits

Name Company Role
noor a Habbar copywriter
talal alnomair Habbar copywriter
Bandar Altuwairqi Habbar lead of the team
Links
Video URL