Background

For most telcos, 5G was something of a mythical beast...long promised, but never seen in reality. In December 2019, Ooredoo, Qatar's leading telco, was ready to roll out its 5G network to actual customers.

The Challenge

People were bored with vision-of-the-future-style 5G campaigns, so we wanted to create something different, a campaign that could introduce an ongoing platform, through which we build affinity and engagement for the long term.

The Solution

Our endlessly digital 5G world, featuring a series of charming, pixellated characters that represented the different audience groups within Qatar.

The Result

Across the 3 main films, multiple cut-downs, animations, outdoor and in-mall, the campaign achieved over 7m views in a country with a population of around 2.7m. The mobile market in Qatar is very mature, so persuading consumers to change operators is a difficult task. The campaign was the most successful post-paid campaign that Ooredoo has ever done, comfortably beating the previous record by a significant margin.

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