2012 Winners & Shortlists

MOBINIL CHEROKEE

BrandMOBINIL
Product/ServiceTELECOM
EntrantLEO BURNETT CAIRO, EGYPT
CategoryNew Product Launch/Re-launch
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

Name Company Role
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
Mohamed Aboul Enein Leo Burnett Communication Director
Mariza Sami Leo Burnett Communication Director
Christin Ghobrial Leo Burnett Head Of Communication
Heidi El Guindy Leo Burnett Communication Executive