Memac Ogilvy wins silver at Effie Mena Awards 2014
Memac Ogilvy Bahrain’s “Termination” campaign for VIVA Bahrain has won silver at the Effie Mena Awards 2014.
The Effie MENA Awards 2014 is the sixth edition of the annual programme and was held in Dubai recently. It is considered one of the most prestigious of all professional marketing awards with its emphasis on campaigns that have proven verifiable and measurable impact. The campaign won silver in the “Telecommunications Mobiles & Internet” category competing against 25 other shortlisted entries from network and service providers in the region.
Ghassan Boujacli, Managing Director of Memac Ogilvy Bahrain, said: “We are truly honored to receive this award; the Effies recognize not only creativity but also effectiveness too – the holy grail of marketing. The teams have worked long and hard and this is a testament to the talents both companies possess”. He added “I would like to thank VIVA for being brave and courageous to go with a campaign that is different and daring. This has given us an opportunity to be creative and come up with award winning campaigns like this”.
For his part, Andrew Hanna, Chief Commercial Officer at VIVA Bahrain said “What made this campaign effective was the fact that it took a completely different approach from the usual practice in the market. It was highly effective, both in terms of creativity and by registering the largest number of customers queuing at our shops to avail from the new packages. VIVA is an innovation leader in many fronts and this campaign allowed us to communicate with the wider community in a fun and engaging way.”
The ‘Termination’ campaign led in terms of creativity by avoiding focusing on the price and benefits of the Postpaid packages being launched by VIVA Bahrain; instead, the ads creatively inferred that the man who had created the promotion had lost his job by stating: “We fired the man who created these offers”. The concept was a truly innovative way of grabbing the public’s attention and stood out amongst other price led campaigns launched at that stage.