2013 Winners & Shortlists

12 PT RAMADAN CAMPAIGN

Silver
Client/BrandVODAFONE EGYPT
Product/ServiceLIMITED TIME TARIFF 12PT PER MINUTE PROMO
EntrantJWT CAIRO, EGYPT
Type of EntryBranded Content & Entertainment
CategoryBEST FICTIONAL PROGRAM, SERIES OR FILM WHERE A CLIENT HAS SUCCESSFULLY CREATED A DRAMA, COMEDY OR MINISERIES AROUND A PRODUCT OR BRAND
Entrant Company JWT CAIRO, EGYPT
Contributing Company JWT CAIRO, EGYPT

The Campaign

Branded entertainment is not widespread in the country yet before our campaign, Etisalat one of the main telecom players in the country launched a mini-series campaign around their loyalty program. As long as the work is within legal, no offending content (sexual/ religious) there are no restrictions.

Results

We invited Vodafone customers along with the huge customer base that watch TV and expected a huge offer during this season, to enjoy the value given during the holy month of Ramadan [12 PT] and the communication, leveraging from the high viewership: The campaign wass supported by a huge stars line up. This year, Vodafone produced a mini series detailing behind the scenes footage from the amazing Vodafone commercial that was planned, but due to an accident on set, was never shot. Vodafone promised that even though the great campaign wasn't produced, you will still receive the 12pt per minute offer. The use of celebrities came about from the fact that the TV stars are key players during the month of Ramadan through different programs and drama series. Yet the communication approach we adapted was different and unpredictable The idea is that we’re empowering customers to enjoy the lowest minute rate from Vodafone no matter what 6 copies were aired sequentially which created further buzz and anticipation among the customers

Every year, the holy month of Ramadan witnesses the highest TV viewership of the year and hence the highest advertising activity across all brands Advertising during this month have become the most talked about topic hence to stand out we had to create new form of advertising, mini series promoting the offer.

The campaign and the offer created a huge buzz having 1 Million customers opted. Furthermore, the campaign was the most prefered campaign out of telecom campaign during Ramadan and created the most buzz among its competitors. Reach: 29,441,288 people saw the ads and the copies created a lot of buzz around them on social media.

Credits

Name Company Position
Mohamed Hammady JWT Cairo Creative Director
Tameem Youness JWT Cairo Creative Director
Amr Haddad JWT Cairo Art Director
Hatem El Kashef JWT Cairo Planner
Shahira Akel JWT Cairo Associate Business Director
Nihal Nashed JWT Cairo Account Manager
Mai Omar JWT Cairo Agency Producer
Hadi El Bagoury Director
Pedro Del Ray D.o.p
Amin El Masry ASAP Producer
Reem Megahed JWT Cairo Agency Producer
Mohamed Hammady JWT Cairo Copywriter
Mahmoud El Hosseiny JWT Cairo Art Director
Ramsey Naja JWT Cairo Chief Creative Officer