In Kuwait you hear people complain about huge unexpected phone bills almost every day, saying things like “They’re ripping us off,” “I hardly used my phone,” and “They are all crooks.” Zain, the leading telecom company here, was being blamed and attacked viciously on the Internet for these reasons. The problem was that customers could not easily access a detailed summary of their usage.
By understanding the problem, Zain had half the solution. The company enabled its customers to get a detailed bill online with ease. JWT then built on the insight that it’s a nightmare to get surprised by unanticipated charges, creating a TV spot that revolves around a man checking out of a hotel who’s being charged for everything you can think of, from using the room’s towels to riding the elevator.
The commercial has helped to calm the nerves of Zain users and also brought to light how transparent the company’s policies are.