MOTHER'S DAY by Starcom Kuwait for KUWAIT TELECOMMUNICATION COMPANY - VIVA

MOTHER'S DAY

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Kuwait
Agency Starcom Kuwait
Released March 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: KUWAIT TELECOMMUNICATION COMPANY - VIVA
Product/Service: VIVA
Date of First Appearance: Mar 19 2010
Entrant Company: STARCOM MEDIAVEST GROUP, Kuwait City, KUWAIT
Entry URL: http://www.youtube.com/user/vivainq8
Deputy General Manager: Lujain Al Saleh (Starcom)
Media Executive: Nabil Yassine (Starcom)
Media Executive: Fadi Barakat (Starcom)
Media placement: In Mall - Promoters & Booth (2 Days) - Avenues Mall - March 19-20
Media placement: TV Campaign - 22 Spots - Al Rai TV - March 20
Media placement: TV Campaign - 21 Spots - Al Watan TV - March 20
Media placement: TV Campaign - 40 Spots - Funoon TV - March 20
Media placement: TV Campaign - 3 Spots - Kuwait TV CH.1 - March 21

Insights, Strategy & the Idea
In Kuwait, image matters. Controlling that image is why Kuwaitis don’t share personal content online. Arabs will participate in forums & conversations but they are less likely to share personal content. YouTube reports that, MENA uploads 1 hour of video per second, while the global average is 30 hours per second.
Rewarding consumers with meaningful experiences through its product is at the core of VIVAs business model. Bringing this to life by not acting like a telecom company but a communications company is the core of our communication goals.
Across MENA and specifically Kuwait, fibre cable coverage is limited; meaning that broadband access is weak in rural areas. To combat coverage gaps, VIVA provides mobile USBs, creating access anywhere.

Creative Execution
Constructing a mini recording studio in Kuwait’s’ busiest mall we set out to bring Mothers Day to life, the VIVA way.
Sons and daughters of all ages and nationalities - were invited to record Mothers’ Day greetings. Instantly uploaded on YouTube using the VIVA internet USB, they were ready to share. Recognizing the need for the tangible we sent them off with a photo Mothers Day and the YouTube URL to send the link to Mom.
Negotiating extended air time on the #1 Kuwaiti channel we used these heartfelt consumer messages in a special Mother’s Day tribute which not only acted as a tribute to Moms across Kuwait, but as another reason to view the VIVA YouTube channel and share their video with friends and family.
Not created by VIVA, but by the Kuwaiti public. Simple yet powerful; real time yet eternally memorable; technologically-generated yet meaningful and emotive.

Results and Effectiveness
The campaign belonged to the people as much as it did VIVA. VIVA was no longer a faceless telecoms company, but a connector - it became a part of the emotional experience between kids and mothers.
Over the 48-hr event, 30 PR articles, National TV coverage & Print and Radio mentions generated media coverage to the value $300,000.
217 Mother’s Day Video messages were recorded and uploaded resulting in 80,000 YouTube views by their mum’s, family and friends.
The VIVA consumer generated TV spot reached over 70% (1.8 million) of the Kuwait people on Mother’s Day.