NAWRAS PIGGYBACKING by Leo Burnett Dubai for NAWRAS

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NAWRAS PIGGYBACKING

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Industry Telecommunications Services
Media Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Released January 2013

Awards

Mena Cristal Awards 2014
Media Cristal BEST USE OF MOBILE SAPPHIRE (SILVER)
Media Cristal BEST USE OF DIGITAL EMERALD (BRONZE)
Digital & Mobile Cristal MOBILE MARKETING EMERALD (BRONZE)

Credits & Description

Client NAWRAS
Product WIFI
Entrant LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF DIGITAL MEDIA (INCLUDING INTERNET, MOBILE DEVICES, ETC)
Title: NAWRAS PIGGYBACKING
Product/Service: WIFI
Entrant Company : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Name Company Position
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
Peter Bidenko Leo Burnett Dubai Regional Executive Creative Director
Mohamed Oudaha Leo Burnett Dubai Creative Director
Ammar Safi Leo Burnett Dubai Art Director
Frederick Tadeo Leo Burnett Dubai Interactive Art Director
Haytham Lamah Leo Burnett Dubai Copywriter
Simon Raffaghello Leo Burnett Dubai Copywriter
Braden Deatcher Leo Burnett Dubai Graphic Designer
Khalil Salem Leo Burnett Dubai Group Communications Director
Alya Aladawy Leo Burnett Dubai Communications Executive
Gabriel Noronha Leo Burnett Dubai Traffic Manager
Dima Kronfol Leo Burnett Dubai Senior Art Director
Janelle Erickson Leo Burnett Dubai Copywriter
Mahdy Abdelrahman Leo Burnett Dubai Junior Art Director
Results and Effectiveness:
Despite zero 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 Execution:
We created our very own ‘Nawras Piggybacking’ – allowing people to test our free Internet just by clicking on any of our made-up, available networks. Available networks we created by manipulated one router to generate multiple available network messages. If people clicked on any one of our available networks, they were then asked to enter their names and numbers so that they could access/test a day’s free Internet. The network names were transmitted to all WiFi-enabled devices, including iOS, Android, BlackBerry, Windows 8 Mobile. Basically, if you’re looking for WiFi, you’ll find ours. The before mentioned names and numbers were used to call people and sell them Nawras' Wireless services.
Insights, Strategy and the Idea:
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!).