Mahfazti: Umniah mobile wallet campaign cashes out unexpected response

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Campaign details

Brand: Mahfazti (Mobile Wallet)Brand Owner: UmniahLead Agency: Adpro CommunicationsCountry: JordanIndustries: Telephone & internet servicesMedia Channels: Events & experiential, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Social mediaBudget: Up to 500k

Executive summary

Umniah, a mobile telecoms operator based in Jordan, exists in a competitive market with Zain and Orange. Zain is the leading telecoms operator in Jordan, and Umniah a third-comer, that changed the market dynamics with its value offering and aggressive plans.

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