Campaign details

Brand: Umniah
Brand Owner: Umniah
Lead Agency: Adpro Communications
Country: Jordan
Industries: Telephone & internet services
Media Channels: Outdoor, out-of-home, Newspapers, Radio, Social media
Budget: Up to 500k

Executive summary

Umniah, a mobile telecoms operator based in Jordan, is surrounded by a highly competitive market segment, with a constant bombardment of product offerings from various big players that include international brand Orange.

Orange launched a full-fledged campaign in January 2016, named Orange Surprises, rolling out on TV, social media, digital and print, promoting its upcoming offers. The campaign started off with a teaser campaign with an elephant roaming the streets of Amman with a message that said: "Did we surprise you?" The ad seemed to be implying that a big surprise was on the way. The campaign was aggressive and raised expectations.