2012 Winners & Shortlists

Results and Effectiveness

1. Hakawy was ranked 1st in terms of overall campaign recognition 2. Hakawy TV Ad came a very close 2nd with only a 1% difference with regard to campaign elements recognition, while Press and Outdoor Ads were ranked 1st. 3. Number of customers who subscribed to the add-on from date of launch (October) to date (January) is 4.4M customers 4. The plan was to reach 2M customers in the first year 5. 880k users contributing to 18 million minutes per day representing around 26% increase of the day’s Vodafone to Vodafone minutes 6. The campaign scored the highest recognition amongst the rest of the network campaigns

Creative Execution

• Hakawy had 1 45” TVC that was utilized in the first 2 weeks of the launch, and after that had a 30” cutdown of the same copy to generate higher frequency . • Hakawy was aired on top TV Talk Show programs which was right before the Egyptian Parliamentary Elections, which witnessed a very high viewership • Hakawy was utilized on Soccer games of the Egyptian Premier League across top rated sport channels which enjoy a very high viewership. • Hakawy was launched on Outdoor heavily as a support medium for TV, along with Press in in order to provide prospects with needed info.

Insights, Strategy and the Idea

In June 2011, Vodafone launched the Hakawy Collective Platform with the main objective of clear establishment of the Portfolio of the Hakawy Tariffs that we launched throughout 2010 establish Hakawy Portfolio in the customer mind, raise awareness on the on-net free value offered by all Hakawy tariffs, establish and hammer on how the different tariffs cater for different needs of the respective target segments, and to have a strong, well established platform that will endure VFE’s offers throughout the campaign. This reestablishment of the Hakawy portfolio ensured that the market is well aware of VFE’s powerful and unique tariff platform that their competition does not possess. In order to continue with this platform, we continued on in October with Hakawy Ad-On that promoted an hour for FREE during the day.