Nawras Piggybacking
Client
Nawras
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 Credits
Agency
Leo Burnett, Dubai
Creative Director
Mohamed Oudaha
Art Director
Ammar Safi
Interactive Art Director
Frederick Tadeo
Copywriter
Haytham Lamah
Copywriter
Simon Raffaghello
Graphic Designer
Braden Deatcher
Senior Art Director
Dima Kronfol
Copywriter
Janelle Erickson
Junior Art Director
Mahdy Abdelrahman
Awards
Cannes Lions International Festival of Creativity 2013
Bronze Media Best Use of Digital Media
Cannes Lions International Festival of Creativity 2013
Bronze Media Commercial Public Services incl. Healthcare & Medical
Dubai Lynx 2013
Silver – Use of Digital Media
Bronze – Media: Product/Service
The Kinsale Shark Awards 2013
Bronze Other DIGITAL: Mobile/Tab