2013 Winners & Shortlists

The Brief

Ramadan is the month of giving back to the consumer, Vodafone Egypt decides to give the consumers the lowest minute rate for the whole month of Ramadan

Describe how the promotion developed from concept to implementation

The main focus had to be on the promotion offered hence bringing the idea of the set that collapsed while filming the Vodafone 12pt ad, the offer is mentioned in each copy by the actors while telling their story on where they were when the 12pt set collapsed

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Vodafone offering the lowest per minute rate for a whole month, a month where people expect brands to give especially when it comes to telecom companies.