Hobson’s Choice In Iraq.
Henry Ford once said, “any customer can have a car painted any colour that he wants, so long as it’s black”.
This choice – or rather, lack of it – is called Hobson’s Choice.
Fast forward to modern-day Iraq and for Iraqi youth, Hobson’s Choice is alive and well in the telco sector
(in most sectors, to some extent).
For the most part, Iraqi youth felt unserved by the three primary telco operators. There was a significant lack of trust; research showed that the three operators were perceived to lack transparency, be inflexible,
uncaring and unfair.
Iraqi youth were ready for something different and better. Not just from their telco provider but from their country as a whole. Frustration and anger – at the government and institutions who they feel do not represent them and at the slow pace of recovery and reform – was spilling out in protests on the streets.
Imagine then the need for a new company with a different way of behaving. A new company but with a deep bench of experience. An insider willing to play the role of challenging the category on behalf of the consumer: taking a good, hard look at what isn’t working and coming up with solutions. A company that looks to give distrustful and disillusioned youth a sense of control.
Enter Oodi. A digital-first telco that wanted to be the antidote to Hobson’s Choice. Finally, Iraqi youth could have a real choice in providers: the establishment or the challenger.
Transform Awards 2022
- Gold > Best use of copy style or tone of voice
- Gold > Best strategic or creative development of a new brand
- Silver > Technology, media and telecommunications
- Silver > Best implementation of a brand development project
- Bronze > Best creative strategy