2012 Winners & Shortlists

The Campaign

In the aftermath of the Jan. 25th Revolution of Egypt, Intel faced the challenge of how to engage with Egyptian consumers and have relevance with the movement towards a ‘better Egypt’? With the newfound power of social media and the existing distrust of traditional media, Facebook was considered the right channel with which to reach out to Egyptians. But what could it say when everyone was consumed with discussions on current events? How could Intel frame its campaign so it was not viewed negatively? What topics would engage Egyptians in a valid discussion on the future of their country? The agency and Intel devised the ‘Egypt Tomorrow; IT Vision for a Brighter Future’ campaign that took Intel’s fanbase to more than 35,000 in less than three months and transformed Intel’s Facebook page from just another faceless corporate, to a compelling source of content and dialogue.

The Brief

The goal was to raise Intel's voice to one of a thought-leader that cared about the future of Egypt and enabling Egyptians to find their future. Staying relevant to the national ‘movement’ towards a better Egypt, the agency and Intel identified the need to show Egyptians that harnessing the power of technology can propel a nation forward. The objectives: Creating engaging content to increase consumer traffic to the Intel Egypt Facebook page Create hot angles for news stories to drive media coverage through the FB campaign Take clear ownership of the issue: how technology can improve the future of Egyptians

Results

At the start of the campaign, the Intel Egypt Facebook page had only 2,500 fans. By the end of Q2 2011 (the first phase of the Egypt Tomorrow campaign), the total number of fans had reached 22,000. In just one month, active users went from 1,500 to 34,000. This led to the campaign extension for a second quarter, by the end of which the page had exceeded 50,000 fans. The majority of new “Likes” are now coming directly from the news feed on the page, which is a clear indication that the main attraction for new fans is the content.

Execution

The campaign centred around Intel engaging online, but to drive awareness of the campaign, Intel needed to drive Egyptians to the online engagement and used a number of media channels to raise intial awareness. A session was organised at Al Sawy Culture Wheel, to which all FB fans were invited. The session discussed the role of ICT in democratic transition and included prominent speakers: Dr. Sherif Hashem the Executive Vice President of the Information Technology Industry Development Agency (ITIDA) Mr. Gamal Gheitas, Editor-in-Chief of Loghat Al Asr Magazine and IT Editor at Al Ahram Eng. Alaa El Din Al-Agamawi, Honorary Chairman for E-Learning and Business Solutions Union Hicham Arafa, Intel Egypt Business Development Manager Throughout the campaign, a series of polls were conducted to gain insight into consumer views about how technology can help improve the future of Egypt and used as a “white paper”.

The Situation

In the aftermath of the Jan. 25th Revolution of Egypt, Intel faced the challenge of how to engage with Egyptian consumers and have relevance with the movement towards a ‘better Egypt’? But what could it say when everyone was consumed with discussions on current events? How could Intel frame its campaign so it was not viewed negatively? What topics would engage Egyptians in a valid discussion on the future of their country?

The Strategy

The idea behind the “Egypt Tomorrow” campaign is to provide the media and the public with insights & thoughts of how IT can help build a better future in the following sectors: Education Healthcare eServices E-Voting Innovation & entrepreneurship The campaign tools The key to the campaign’s success was the creation of engaging content that encourages fans to interact with Intel and with each other: Informative articles Media interviews Awareness sessions