Campaign details
Brand: JawwyBrand owner: Saudi Telecom CompanyEntrant company: FP7 McCann, DubaiMarket: Saudi ArabiaSector: Telephone & internet servicesMedia channels: Online video, Outdoor, out-of-home, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
This story is about the power of fairness.
Fairness is not something Saudi youths associate with telcos. The giants of the category offer big attractive deals, but they catch you out on the small print. That's why they're distrusted and why customers feel pinned down by them.
Jawwy, a...