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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands