The Piggybacking | Nawras Telecom
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.
Creative 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 the right 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:
• Nawras’ database increased by 27%
• Revenue grew by 1.2% during the same period
• Subscriptions to Internet services increased by 2.5%
• We achieved maximum exposure to the right people at the right time
• People got to test the speed of our Internet for free
• Nawras has decided to use this method for all future promotions and offers