2013 Winners & Shortlists

BLACKLIST INTERACTIVE VIRAL FILM

BrandVODAFONE EGYPT
Product/ServiceVODAFONE BLACKLIST
EntrantJWT CAIRO, EGYPT
CategoryDIRECT RESPONSE DIGITAL MEDIA
Entrant Company JWT CAIRO, EGYPT
Advertising Agency JWT CAIRO, EGYPT

The Brief

With the current Vodafone customers have been subject to receiving unwanted calls; Vodafone revamps the Blacklist service that allows the entire Vodafone customer base to block the desired numbers from reaching them. The entire current customer based was a target for the service usage, however the core communication target was focused on the progressive youth.

Creative Execution

The core strength of the creative lies in the level of interactivity the user spends with the viral campaign. A user would spend around 21 mins interacting with the campaign. It stylizes and portrays the unwanted calls, and highlights them in a purely Egyptian way (highlighted by the lingo), and the choice of actions are being taken into a literal sense. This emphasizes on the brand idea, how such service would empower their users by subscribing to the blacklist service.

Describe the creative solution to the brief/objective.

The viral campaign was designed to create an interactive feel of the service in order to subscribe to the original service. The top three unwanted calls (based on research outcomes; prank calls, sales calls & calls from one's boss during the weekend) were featured to trigger the audience to try the online journey. The Client had a target of achieving 200k new service subscriptions on service a month after the communication launch to reach 400k new service subscriptions on service within 4 months of the communication launch.

Results

The viral experience resulted had 262,894 views in total within 2 weeks of launch. The viral experience has been placed on a mircosite & on YouTube with this combined figure. This was reflected as a 300% increase in service subscriptions rate within that time frame.

Credits

Name Company Role
Ramsey Naja Jwt Chief Creative Officer
Luciana El Gebely Jwt Creative Director
Noor Hassanein Jwt Copywriter
Nada Nassar Jwt Art Director
Khaled Zaki Jwt Agency Producer
Shahira Akel Jwt Business Unit Director
Salma Hamouda Jwt Account Manager
Mohamed Kalawi - Film Director
Rami Rabeh Blue Productions Producer
Yasser El Sokary G Lounge Post Producer