Brand | MOBINIL |
Product/Service | TELECOM |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | Integrated Campaign Led By Promo & Activation |
Entrant Company: | LEO BURNETT CAIRO, EGYPT |
Sales Promotion/Advertising Agency: | LEO BURNETT CAIRO, EGYPT |
The Brief
The objective was to Increase mobile internet & broadband usage amongst our subscribers and to attract, meanwhile, new subscribers.
Describe how the promotion developed from concept to implementation
After the revolution the use of Internet boomed in Egypt, it became an essential part our daily life, across all ages and socio economic classes. Facebook, twitter amongst other websites saw unparalleled activity during the revolution and this trend continued on.
Knowing the potential of increasing the broadband & mobile Internet usage, competition was active.
Accordingly our challenge was how to increase usage and attract new customers to Mobinil’s mobile
Internet and broadband services.
Describe the success of the promotion with both client and consumer including some quantifiable results
Significant increase in the overall services usage during the campaign. (Exact figures can't be revealed for confidentiality reasons).
In Addition, the rate of new customers activation doubled.
Explain why the method of promotion was most relevant to the product or service
A Jeep Cherokee is an aspirational car to many Egyptians due to its price and capabilities; Mobinil was going to give away 30 Jeep Cherokees so we thought of the idea:
Anyone can win a Jeep Cherokee, and they are free to do whatever they want with it.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Mohamed Hamdallah |
Leo Burnett |
Executive Creative Director |
Ashraf Badawy |
Leo Burnett |
Associate Creative Director |
Bassem Gad |
Leo Burnett |
Art Director |
Mohamed Fathy |
Leo Burnett |
Art Director |
Osama Arnaouty |
Leo Burnett |
Art Director |
Ahmed Hussein |
Leo Burnett |
Associate Creative Director |
Christin Ghobrial |
Leo Burnett |
Head Of Communication |
Ahmed Aboul Enein |
Leo Burnett |
Communication Director |
Marize Sami |
Leo Burnett |
Communication Director |
Heidi El Guindy |
Leo Burnett |
Communication Executive |