RENNA MOBILE: INDIA

To communicate to blue collar workers in Oman that Renna mobile is more affordable than other mobile carriers and you can talk more by paying less. The blue collar workers in the Middle East have only one aim in life: work hard and send money to their dear ones back home. Most of them live a nondescript life. They sleep in dingy dormitories, eat stale food, and save up every bit they can from their earnings so that their families live in comfort back home.And most of these blue collar workers come from India, Pakistan and Bangladesh. These countries are known for their rich and versatile culture and heritage, something these blue collar miss till the time they visit home next, which in most cases would be at least 2-3 years. For them home is a distant paradise, accessible only through their imagination and memories. They miss every bit of it - their kids, spouse, parent, friends, childhood, festivals, weddings, even the smell of earth after a rain. An illustrated press campaign that depicts everything a blue collar miss back home. Things that he would love to talk about, but cannot because of expensive voice plans. Renna’s new campaign urges blue collar workers to talk to their heart’s content as they have slashed the prices for international calls. The pay off line “Talk more, pay less”,, sums up the proposition. Agency: FP7 McCann, Oman