2013 Winners & Shortlists

The Campaign

Branded entertainment is not widespread in the country, it has just started picking up as an advertising medium. As long as the work is within legal, no offending content (sexual/ religious) there are no restrictions.

Results

Vodafone had reached 2 million subscriber on Facebook, which is the biggest number of fan base among big brands pages in Egypt. The strategy was to continue empowering people as this what Vodafone stands for "Power To You" and celebrate our customers for making us the biggest fan page. We started of with a teaser song using one of the well known bands in Egypt “Salalem”, Celebrating Facebook and what we love about it, more than 2 million reasons to celebrate with our 2 million fans. We started inviting our fans to get creative with the song, shoot themselves singing along and celebrate with us. People also had the opportunity to send music lyrics with what they want to say. Because of the high engagement of people on the page, People started sharing insights, videos and music lyrics that ended up into a 2 minute music video. The video contained different creative shots from different age groups and different consumer categories. But it didn’t stop there we also received videos from famous internet and sports celebrities sharing with us their own videos that defiantly added hype to the video.

People where drawn to content when we launched the teaser videos with some lyrics inviting people to participate and help us continue the song.

People started posting videos and lyrics telling their stories with facebook, which helped us create the Vodafone facebook song. InTwo weeks after launching the teaser video to invite people to sing along and after launching the official user generated video song. Vodafone broke another record of having 2,500,000 fans on its Facebook page. Teaser Video http://www.youtube.com/watch?v=ARuRWXjwbWE Total Views on youtube: 87,042 Average numbers Total Reach: 3,000,000 Engaged Users: 80,000 Full Video http://www.youtube.com/watch?v=VqRteXTClU0 Total Views on youtube: 24,747 Total Reach: 1,679,609 Engaged Users: 49,842 Talking About This: 10,205