In terms of strategy, change is useful and we have managed to substitute their wasted change with useful recharge cards that would keep them connected at all times.
Our target audience was mainly Vodafone users primary target: the striving youth, secondary target: the progressive youth, struggling workers and young conformists. However in Egypt there is a lot of dual SIM users, when any of telecoms has new offers or new tariff people tend to use their SIM so primary were Vodafone users. However it did spill over on the dual SIM users.
Creative Execution
The creative execution featured the daily situations the Egyptian population is put in when in comes to petty change. In Egypt, for example when a kiosk doesn't have change, he gives his customer chewing gum instead of money. In a the pharmacist gives customers a band aid instead and so on. Our TVC copies are based on that insight where our characters are in such situations and don't get their money back, instead Vodafone has the solution of communication value for their change. Empowering them to do more with it. That is what Vodafone provides its customers: Power To You.
Describe the creative solution to the brief/objective.
Taking the new innovation idea forward, the consumer insight was that change doesn't have a real purpose anymore; it has become a wasted currency. Hence, the TV's objective was establish the understanding that “now you have a substitute for wasted change.” The TV had to be informative, simply explaining the purpose of the micro cards as was a new product launch.
The POS material and outdoors educated the consumer on “Fakka” as well. 33,000 display boxes were produced & distributed across the country in pharmacies, kiosks, creating special displays. POS material were also in all outlets where “Fakka” is found.
Results
Fakka revenues exceeded client's original target by 510%, it has increased average revenue per Vodafone user by 7% there has been a steady 10% increase in distribution of Fakka across the country and is still on the rise.