Cannes Lions

MOBILE TELECOMMUNICATIONS PROVIDER

IMPACT BBDO GROUP, Kuwait City / WATANIYA TELECOM / 2009

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Overview

Entries

Credits

Overview

Execution

Considering the large number of fatal accidents in Kuwait, it is not unusual to see a completely wrecked car by the side of the road almost every day. The authorities usually leave these cars there for a while, to dissuade people from rash driving.We decided to use this mnemonic to create a big bang, with a big banged up mobile phone that looks like a car as well.

Press & Outdoor: Dynamic shot of a mobile phone resembling a fatal car crash.Ambient - Hoardings: A huge 3D mobile phone was placed to look like it had banged into a billboard that carried the message.

Ambient – Parking Lots: The 3D phone was placed next to vehicles abandoned due to accidents.Online: On the Wataniya Website, an interactive game challenged visitors to race a car and answer a pop-up mobile at the same time. On receiving the call, the car loses control resulting in the “Crashed Mobile”.

Outcome

The campaign was the talk of the town and leading newspapers championed the cause. The government passed a law around the same time, making head sets mandatory while driving. Today, over 50% of car owners in Kuwait drive with their bluetooth head set plugged in.

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