BLACKLIST INTERACTIVE VIRAL FILM
Brand | VODAFONE EGYPT |
Product/Service | VODAFONE BLACKLIST |
Entrant | JWT CAIRO, EGYPT |
Category | DIRECT RESPONSE DIGITAL MEDIA |
Entrant Company
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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
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 |