2010 Winners & Shortlists

The Brief

The objective of the brief is to launch Vodafone's new promotional rate (5 piasters/minute) in a very clear campaign due to the myriad of offers and plans that the 3 operators advertise year-round. The target audience is new and existing customers. The campaign had to deliver on the following objectives: - Re-enhance our value perception in the market - Retain our customer base and minimize churn - Acquire new customers Given that the scene is extremely cluttered at that time of the year, breaking through to stand out was crucial for visibility and reinforcing the brand’s top of mind awareness.

Creative Execution

The concept was built on an Egyptian custom of saying "momken deqiqa" (could you give me a minute) every time they needed help from someone else. The campaign also reinforced Vodafone's positioning as the innovative and pioneering operator in Egypt.

Describe the creative solution to the brief/objective.

The campaign's idea was to make the word 'minute' synonymous to '5 piasters'. It featured a series of TVCs featuring a number of people in various situations where they "needed a minute" (someone to help them) but instead, all they got was 5 piasters from that someone.

Results

The campaign was a huge success in Egypt, resulting in very high retention rates and also sparking several spoof ads and jokes on the internet. It also created a huge word of mouth where the catch phrase had become very widespread and used by people all over town. Caricature artists in daily newspapers also used it as joke in similar situations. PR articles by famous newspaper writers also highlighted the appeal the campaign had on the target audience.