2012 Winners & Shortlists

Results and Effectiveness

VFE was the 2nd ranked TOM brand within the market and 1st in telecoms achieving 80% TOM recall • “Shukran” was a common word used during Ramadan in addition to that Facebook pages were created under the title. (Free PR) • With regards to VFE KPIs, the Campaign had a positive impact with an upward trend for VF on almost all the BBBs (being: overall performance, dynamism, uniqueness, Emotion) • VFE Facebook page increased with an average of 7K daily likes throughout the campaign • 19.5 M engaged with the “Dedicate an hour” promotion • Shukran TV program receive around 6,000 cases on daily basis

Creative Execution

The campaign used politically neutral “Ramadan” celebrities, and a youthful band to communicate VFE’s message of gratefulness to the Egyptian people by combining all elements of the Egyptian Revolution; Nelly- Christians, Samir Ghanem- the respected older generation, Salalem band- the youth. • 3 TVCs were aired on top rated Ramadan programs • Online banners were posted on the most visited news websites • 2 Radio copies were aired on top radio stations • A strong OOH campaign • A print campaign was launched supporting the promotion and the program • OMD got VFE 25 minute’s daily live TV program for free under the name of “Shukran” through which VFE offered financial prizes for everyday role models selected and voted for by the community.

Insights, Strategy and the Idea

After all telecommunication companies were forced to cut off all communications during the revolution. VFE wanted to reestablish their bond with the consumers through incorporating the concept of Ramadan the month of giving and forgiving in a post-revolutionary context. In an initiative to show VFE’s support and belonging to the community, VFE needed to communicate a message of gratefulness to the Egyptian people. The campaign emphasized two causes previously adopted by VFE in CSR campaigns; education and defensive driving. “Shukran” jingles used the revolutionary spirit in order to promote the causes and thank people for believing in them. On a tangible level, VFE created a daily TV program under the same title through which financial prizes were offered for everyday role models chosen by the community. VFE also offered one hour of free talk every day for its customers to dedicate it to whomever they would like to thank.