Umniah sits Orange's elephant

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Campaign details

Brand: UmniahBrand Owner: UmniahLead Agency: Adpro CommunicationsCountry: JordanIndustries: Telephone & internet servicesMedia Channels: Outdoor, out-of-home, Newspapers, Radio, Social mediaBudget: 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...

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