2013 Winners & Shortlists

Results and Effectiveness

The core strength of the creative lies in the level of interactivity the user spends within a single journey; around 21 mins of interaction. It stylizes and portrays the unwanted calls in a purely Egyptian way (clear in lingo), 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. The viral experience resulted in combined figure of 256,590 views within 2 weeks of launch (Viral experience on mircosite & YouTube), reflecting in 300% increase in service subscriptions rate within 2 weeks.

Creative Execution

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. In addition, to the viral interactive video, several online tools were utilized to create further hype on to the mircrosite.

Insights, Strategy and the Idea

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. With the insight that everyone of the target seeks privacy sometimes, Vodafone has the Blacklist service to allow it customer base block the numbers that they don't want such callers to reach them. Vodafone revamps such service to ease the service usage and accommodate more people put on the blocked list.