NAWRAS // PIGGYBACKING
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.
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.
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.
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
Creative Director: Mohamed Oudaha
Art Director: Mahdy Elhosseny & Ammar Safi
Interactive Art Director: Frederick Tadeo
Senior Art Director: Dima Kronfol
Copywriter: Simon Raffaghello
Creative Director: Mohamed Oudaha
Art Director: Mahdy Elhosseny & Ammar Safi
Interactive Art Director: Frederick Tadeo
Senior Art Director: Dima Kronfol
Copywriter: Simon Raffaghello
