2014 Winners & Shortlists

The Brief

Vodafone is launching a new customized Ring-Back Tone Service "Say it yourself" where consumers get the chance to record his/her own ring back tone for 5 cell numbers of his will from Karaoke, personal status, or caller-customized messages. Our objective was to introduce Vodafone's customized ring back tone service to Vodafone's upper-end target through viral content piece capitalizing on Mother's Day.

Describe how the promotion developed from concept to implementation

Our viral story is strong and simple. We developed a 2 Minute documentary about "Adham", a 20 something year old A Class Egyptian Male, who's not answering His Mom. "Adham" appears to be cold and defiant towards his mom and is seemingly an ungrateful guy throughout the film with a few documentary interviews with Adham's friends and family speaking very well of Adham's relationship with his mother. At the very end we reveal that "Adham" has customized a ring-back tone karaoke song to his mother on Mother's Day and she is just calling to listen to it again and again.

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

The film was released on social media the morning of mother's day and instantly became a joke to be shared for the occasion. Mother's and sons/daughters alike started circulating the film as a personal statement for the occasion. The film enjoyed a high circulation level for at least 10 days, scored over 1 million views in the first 5 days. Thanks to Adham, the service was successfully launched and generated revenues, some people even requested the film song to be used as a downloadable call tone.

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

Unlike all communication and promotions launched in this occasion, Mother's Day, we used this service by building an abstract docudrama viral piece about the story of Adham, and why isn't Adham answering is Mother's calls? We chose to launch this on the same day as Mother's day to create the proper hype and generate curiosity to know "Why wouldn't Adham answer his Mom's calls on this very special day?"