2013 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

Ramadan is the Egyptian Super Bowl for advertising. Each year, viewers await the new ad campaigns from major brands, especially form telecoms and carbonated drinks. 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. this was done through a sequence of copies built up for each to follow and continue the sequence of events with each copy building on the one before. there was very high TV frequency and OOH. each copy stayed on air for 4-5 days with one day overlap of 2 in order to establish the sequence.

Insights, Strategy and the Idea

Ramadan is all about Soap Operas, drama and TV and celebrities this was the main insight behind the idea coming up , let's give the people what they look for in Ramadan while advertising for Vodafone. the ad is all about the 12pt, being center of events, the set that collapsed and while shooting the 12 pt ad and in every episode actors mentioned what they were doing while the 12pt set collapsed. The idea was very relevant since since Ramadan is the superbowl for advertising and people enjoy drama.