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The communications objectives: create awareness of Nawras Wireless services; project an image of innovation; and affect a sale. The marketing obj… Read More
The communications objectives: create awareness of Nawras Wireless services; project an image of innovation; and affect a sale. The marketing objectives: increasing product awareness among targeted consumers, providing information about product features, and reducing consumer resistance to buying the service. The business objective: sell. The audience was anyone looking for WiFi/internet services. Omanis know Nawras, but their loyalties lie with the older, government-owned telecoms provider. Nawras had to create a surprising and intimate way of talking to people. Our idea was based on a human insight/hiccup. When you look for WiFi you try to steal it - ‘Piggybacking’. The dexterity of the idea is proven in the continuous and open dialogue Nawras now adopts through this medium, promoting new offers through this way. The idea was relevant to the client and target audience because the medium we utilised was relevant to all (and free for the client!). Read Less
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PROBLEM
Oman’s telecom provider, Nawras, wanted people to test their fast Internet speed, and then buy it.
The Omani market is highly competitive, and Nawras – known for its innovative products and services – wanted something that steered away from conventional advertising.
 
SOLUTION
We based our idea on a human insight: when people look for WiFi, they try to steal it. It’s called ‘Piggybacking’.  
We utilised the most relevant medium: WiFi available network names. By manipulating routers to send many messages to theright people at the right time, ‘Nawras Piggybacking’ was created.
If people clicked on any of the newly-created network names,they’d get to test the service for free.
 
RESULTS
 Despite no media budget, with this campaign:
• We achieved maximum exposure to the right people at   the right time.
• People got to test the speed of Nawras' Internet for free.
• Nawras' database increased significantly.
• Revenue grew by 1.2% during the same period.
 
CREATIVE TEAM
 
Mohamed Oudaha: Creative Director
Ammar Safi: Art Director
Mahdy Abdelrahman: Junior Art Director
Frederick Tadeo: Interactive Art Director
Dima Kronfol: Senior Art Director
Simon Raffaghello: Copywriter
Haytham Lamah: Copywriter
Janelle Erickson: Copywriter