2013 Winners & Shortlists

The Campaign

Vodafone had reached 2 million subscriber on Facebook, which is the biggest number of fan base among big brands pages in Egypt. The strategy was to continue empowering people as this what Vodafone stands for "Power To You" and celebrate our customers for making us the biggest fan page. We started of with a teaser song using one of the well known bands in Egypt “Salalem”, Celebrating Facebook and what we love about it, more than 2 million reasons to celebrate with our 2 million fans. We started inviting our fans to get creative with the song, shoot themselves singing along and celebrate with us. People also had the opportunity to send music lyrics with what they want to say. Because of the high engagement of people on the page, People started sharing insights, videos and music lyrics that ended up into a 2 minute music video. The video contained different creative shots from different age groups and different consumer categories. But it didn’t stop there we also received videos from famous internet and sports celebrities sharing with us their own videos that defiantly added hype to the video.

The Brief

Vodafone FB page had reached 2 million subscribers, which is the biggest number of fan base among big brands pages in Egypt. Building on VF brand promise “Power To you”, they decided to continue empowering people and celebrate our customers for making us the biggest fan page. To add to celebrating the fans Vodafone were looking to maintain their leadership position in the social media & widen the gap between both their competitors specifically Etisalat who is active on the social media front, on another hand with social engagement an emotional bond is created with existing fans and works on attracting other potentials to join the page.

Results

In Two weeks after launching the teaser video to invite people to sing along and after launching the official user generated video song. Vodafone broke another record of having 2,500,000 fans on its Facebook page. Teaser Video http://www.youtube.com/watch?v=ARuRWXjwbWE Total Views on youtube: 87,042 Average numbers Total Reach: 3,000,000 Engaged Users: 80,000 Full Video http://www.youtube.com/watch?v=VqRteXTClU0 Total Views on youtube: 24,747 Total Reach: 1,679,609 Engaged Users: 49,842 Talking About This: 10,205

Execution

We started of with a teaser song using one of the well known bands in Egypt “Salalem”, Celebrating Facebook and what we love about it, more than 2 million reasons to celebrate with our 2 million fans. We started inviting our fans to get creative with the song, shoot themselves singing along and celebrate with us. People also had the opportunity to send music lyrics with what they want to say. Because of the high engagement of people on the page, People started sharing insights, videos and music lyrics that ended up into a 2 minute music video. The video contained different creative shots from different age groups and different consumer categories. But it didn’t stop there we also received videos from famous internet and sports celebrities sharing with us their own videos that defiantly added hype to the video.

The Situation

Nowadays, Facebook is the big seen in Egypt, specially after the revolution. People spend a lot of time on it, sharing virals, last updates, songs, political videos, chatting etc.. Whether they are at home chilling, driving, shopping and even at work, the internet have enabled people to access their favorite sites 24 hrs. Building on our brand promise “Power To you”, Vodafone has realized the power of people online, and the amount of activity happening and how that reflected on their page subscribers number. Vodafone had reached 2 million subscriber on Facebook, which is the biggest number of fan base among big brands pages in Egypt. We decided to continue empowering people and celebrating our customers for making us the biggest fan page.

The Strategy

Taking the brief forward we wanted to create an idea that will ensure a buzz and online engagement to all social media and online activists hence we took it forward to create something shareable and appealing to our fans, celebration with a band that is popular and well-known. Salalem a familiar youth band will write and preform a teaser song about Facebook insights, insights that our target who spend most of their times social networking would relate to. The band came together in their studio shooting the invitation video between their studio and the streets of Cairo. People were invited to engage and send to complete the song. The second phase was the celebration itself having featuring Salalem and the youth who participated in writing the song.