Ooredoo case study

Telecommunications, on Ad Space screens in Kuwait.

Ooredoo offered the new iPhone Pro at two prices

Working closely with Zenith, Ooredoo's media agency in Kuwait, part of Publicis Groupe, one of the largest communications groups

Estimated impressions

2.7M 57% men 43% women

Campaign: 3 weeks

English entry offer creative
Premium offer creative

Ad inside a men's gym

Goal

Sell the new iPhone Pro on monthly plans, at an entry price and a premium price.

Audience

High earners and average to lower-income earners, in gyms, padel courts and women's salons.

Across Adailiya, Bneid Al-Gar, Jabriya, Kuwait City, Mangaf, Murouj, Sabah Al Salem, Sahara, Salmiya, Shaab Al Bahri and Shuwaikh.

Result

Both offers ran in turn on the same screens, so one campaign spoke to buyers at both ends of the price range.

What we did

Working closely with Zenith, Ooredoo's media agency in Kuwait and part of Publicis Groupe, one of the world's largest communications groups, we ran the campaign in men's, women's and mixed gyms, Pilates, women's salons (some inside hotels) and padel courts.

In the same campaign we used different creatives: an entry offer for average and lower-income earners and a premium offer for high earners.

The entry offer showed the new iPhone Pro at the entry monthly price, in English and Arabic, with a version that added a data plan and unlimited local minutes. The premium offer showed it at the premium monthly price, with a version on a bigger data plan with unlimited local minutes.

Ooredoo received a proof of play for each flight, with photos of the ads live in the venues.

Takeaway

The same screens can carry a premium offer and an entry offer in turn, so a brand can speak to buyers at both ends of the price range.

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