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: 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.