Brand | MOBINIL |
Product/Service | TELECOM |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | CORPORATE REPUTATION |
Entrant Company: | LEO BURNETT CAIRO, EGYPT |
PR/Advertising Agency: | LEO BURNETT CAIRO, EGYPT |
The Campaign
Mobinil decided to run a CSR campaign with the aim of contributing to the society by educating and employing 200,000 Egyptian hands, given that Egypt has a very high rate of unemployment.
It focused on a concept that "every hand is created with its purpose."
The Brief
Given that Egypt has high unemployment rate, Mobinil took the initiative to educate and employ 200,000 Egyptian hands.
Results
One month after campaign launch some people still had doubts that they could actually find jobs while others were optimistic and responded positively to the idea. Actual results of people beineg employed started happening in the period from December 18th to the 28th and the campaign is still running.
Execution
The campaign was initiated in August, which was first introduced through its TVCs and then followed by press adverts. The campaign is still in progress.
The Situation
Egypt is a country with a high unemployment rate. Moreover, the revolution put the people on the streets to claim their rights for around 20 days, so they stopped going to work.
The Strategy
First approach was was through TVC then followed by press adverts four days later.
Credits
Mohamed Hamdallah |
Leo Burnett |
Executive Creative Director |
Ashraf Badawy |
Leo Burnett |
Creative Director |
Ahmed Hamdallah |
Leo Burnett |
Art Director |
Sherif Doss |
Leo Burnett |
Copywriter |
Christin Ghobrial |
Leo Burnett |
Head Of Communication |
Marize Sami |
Leo Burnett |
Communication Director |
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |