2013 Winners & Shortlists

The Brief

The Client's business objectives were to generate more revenue, acquire more customers and retain existing customers. Our communication objectives were to create hype and awareness about new Vodafone Recharge cards, have consumer ask for the Micro Recharge cards instead of their change and enhance our value perception (Magnify the value given across all cards). and make it clear where the product is placed in kiosks, supermarkets and pharmacies We were the first to launch such an item in the market.

Describe how the promotion developed from concept to implementation

Vodafone planned to launch the Micro Recharge Cards: offering a smaller denomination of prepaid cards small-sized mini vouchers that offer the user a variety of additional minutes to enjoy for small values of money that vary from 50 Piasters to 2.00EGP. The idea behind the Micros was to acquire a bigger share of the consumer wallet, through enjoying the Micros instead of just change. The Micros can be also compared with FMCG products such as chewing gum, sweets and other products that are given to the customers instead of change. Once the user charges the card they are entitled to consume extra minutes featured on the micro-card.

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

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

Our objective was to convey the mini communication value in a simple and recognizable way for our wide target audience (A to D class). hence offering the micro size cards in the market to compete with unnecessary items people take. Cards placement played a big role.