- Wataniya connected people back with their mobiles, in a place where they never expected.

- The long hair salon sessions are not boring anymore.

- The cost of each Apron was less than 1 dollar

- This time spent on mobile phones is added business to the client.

- The Apron is now being deployed across the Middle East region and worldwide, through Wataniya Telecom subsidiaries

A never before used medium:

We designed and produced a first-of-its-kind Hair Salon apron with a see-through plastic window. Through this transparent window, the person can easily view the phone or tablet screen under the apron and carry on about their social networking, chatting, gaming or surfing. These aprons were distributed to salons for free, as an initiative from Wataniya Telecom who wanted their customers and even the competition customers to enjoy their hair salon time. Hair Salon owners were just as excited as the Apron kept customers happily engaged during the session.

The Brief:

As one of the most loved telecom brands in the country, Wataniya Telecom is always looking for new, original, exciting and cost-effective avenues to engage customers.

The Audience:

Kuwait is home to approximately 4 million people, a mix of locals and expats from various nationalities. The idea had to be powerful enough to cut across cultures and demographics. However due to the small nature of the market the advertising budgets are limited and the clients are looking for solutions that are appealing and cost-effective at the same time.

The Insight:

Kuwait is an oil rich country and personal grooming is considered important. People visit hair and beauty salons frequently. Salons are one of the few places where people feel cut off from the world, since they are not able to access their mobile phones and tablets. We had to re-connect people with their favorite gadget.