Conceptualise enticing customer perks for a Middle Eastern telco brand


Thanks to everyone who participated in this brief, and we appreciate your patience waiting for the results. A big congratulations to Selected Creator Julio Liarte (Spain), and Finalists, Tom Grimer (UK) and Ekaterina Sidorova (Russia)!

Nielsen is one of the largest research companies in the world – and they want you to develop a new, innovative value-add idea that will disrupt and revolutionise customer loyalty programmes!

Develop a customer perks or rewards idea that will help Nielsen’s telecommunications partner engage and retain audiences in the Middle East. Think regular treats or exclusive offers and experiences for new and existing customers. What would truly appeal to the target audience and stand out in the market?

1 idea will be chosen as the Selected Creator and receive $1,000. Additionally, a minimum of 2 and up to 4 ideas will be chosen as Finalists and receive $500 each.

  • Develop a customer rewards idea that will entice new customers, as well as keeping existing customers excited about the telco company
  • Your idea should be original, and can be a long-term incentive scheme with several treats and benefits. For example, customers would unlock these after being with the telco for a period of time, or seasonal campaigns (E.g. 'Back to School', with tech, education software or travel discounts)
  • Here are some common, existing rewards ideas. You may provide a completely unique campaign idea that packages these rewards, or submit new, refreshing non-telco perks that differ from the rewards listed
  • Use this template to describe your value-add idea in English, and submit it as a PDF. Include 1 idea in each submission, but you’re encouraged to submit ideas for all target groups, up to 10 ideas
  • There are a couple of things to watch out for in each of these categories though – see more details here
  • There’s no budget in mind, so get as creative as you like, but be practical – a moon flight is a bit ambitious
  • Feel free to do your own research into telecommunications brands in the Middle East to help develop your idea
Target Audience Profiles
  • The Middle East region is sprawled across multiple ethnicities and has a high percentage of expats from across the Indian subcontinent, Far East Asian, Middle Eastern Arabs and Westerners.
  • Your rewards idea should appeal to 1 or more of these target audiences:
    • Youth. 17-24 years old, either students or early in their career. They live life to the fullest, but are always on a tight budget.
    • Millennial families and couples. 25-45 years old, with either no children or young children (under 13). They’re well educated and have a good quality of life.
    • Large affluent families. 25-45 years old, comprising of multiple generations living together and 3 or more children. They lead a life of comfort and affluence, with a high social status.
    • Blue collar workers. Generally male expats, fulfilling their responsibilities of providing a comfortable life for family back home. They’re all about hard work, often putting their own enjoyment last on the priority list.
About Nielsen

Nielsen is a global market research company that provides the most complete and trusted view on consumers and markets worldwide. They combine their own data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how best to act on these insights.

90 years in the making, they’re continually developing new ways to answer the most important questions faced by clients across retain, telecom, automobile and fast-moving consumer goods industries.


The Incentives

1 pieces of work will be chosen by Nielsen. The Selected Creator will:

  • Potentially have their idea brought to life by Nielsen and affiliates
  • Receive $1,000
A minimum of 2 and up to 4 pieces of work will be chosen as Finalists. Each will:
  • Receive $500 per work selected
Creative Invite Guidelines
  • Who is eligible: This opportunity is open globally and you need to be at least 18 years of age or the age of majority in your jurisdiction of primary residence at the time of submission. Employees and their immediate family and household members of Nielsen and Talenthouse are not eligible to participate. Void where prohibited by law.
  • A maximum of ten (10) submissions per Creator or Creator Team.
  • All submissions must be your own original work. Please note that you are not allowed to use third party pre-existing copyright materials.
  • This opportunity is a closed Creative Invite. Submissions will not be visible by the public and must not be made public anywhere by you. Please do not share your submission on social media or upload your submission to your Talenthouse profile.
  • All submissions must use the provided template, written in English.
  • How to submit: Click on the ‘Participate’ tab and follow the instructions. Your work must be submitted the completed template in PDF format, max. size 10MB.
  • Please read the 'Things to Consider' section above carefully.
  • If you are not selected, you will retain ownership to your work. However, by submitting you hereby grant Nielsen and affiliates, a worldwide, non-exclusive, limited, royalty-free license for up to 3 months after the announcement of the Finalists and Selected Creator to use your submitted work across their various online and social media platforms. If your work is used, you will be credited accordingly.
  • If you are a 'Finalist', you will be required to grant a 1 year global, limited, non-exclusive, royalty-free license in the work to Nielsen and affiliates for the incentives set forth above. You will be required to sign a License Agreement and the Awardee Agreement.
  • If you are a ‘Selected Creator’, you will be required to assign all rights, title and interest in and to the selected work to Nielsen and affiliates for the specified incentives. Upon selection, you will be required to sign a Release Form and the Awardee Agreement.
  • If you are a 'Finalist' or 'Selected Creator' you are not allowed to use the selected work for portfolio purposes until the work is produced and in the market. Commercial use of the selected work is exclusively reserved for Nielsen and affiliates.
  • Please provide an active email address when registering with Talenthouse to ensure you can be contacted should you be selected.
  • During the selection period, Talenthouse will reach out to those being shortlisted. You must respond to Talenthouse within forty-eight (48) hours or else you will forfeit all incentives. For the verification, you will be asked to provide the original files of your work and a scan of your ID.
  • Talenthouse reserves the right to remove inappropriate, offensive and harmful submissions as well as submissions that do not fit the brief, these guidelines or Official Rules (see below).
  • No purchase necessary to enter or be selected.
How Nielsen Will Choose

Nielsen team will select from all qualified submissions. A qualified submission is one which meets all the Terms & Conditions, Guidelines and Official Rules.

The judging criteria are based on Originality (50%) and Creativity (30%) and Adherence to the creative brief (20%).
Key Dates
  • Launch:
    November 5, 2019 at 11:00 AM
  • Submission Deadline:
    November 18, 2019 at 11:00 AM
  • Creators Selected:
    December 3, 2019 at 5:00 PM
All times are in London Local Time.