Wateen Pay less for More

WATEEN Rs.699 package launch

Challenge:

·         

To launch the lowest value broadband internet package in the market

·         To communicate to the home users that broadband internet is not an expensive option anymore

·         To send a clear message to the target audience i.e. Youth, that wireless broadband internet is in their reach now

Communication Requirements:

Electronic, Print & Outdoor  

Solutions:

·         The agency came up with a youth based satirical concept focusing on the fickle side of the target audience’s personalities which love to show off their expensive tastes and in direct contrast showing a Wateen user confident of knowing that he doesn’t need expensive stuff to be impressive

·         The campaign was named “Pay less for more” and communicated the value for money aspect of the brand

·         The campaign was launched nationwide

Results:

·         The 699 package became their highest selling package for home users with more than 38,000 calls being received in their call centers in the first 3 days of the campaign