2015 Winners & Shortlists

The Campaign

Ramadan is the month of entertainment and generosity. In the spirit of Ramadan, Vodafone decided to create a rewarding live experience in the form of a television game show, giving away EGP 100,000 to a Vodafone user every day. A deal was made with MBC Masr, the top watched channel in Ramadan to air Vodafone’s program, “Ramadan to you”, for free during the peak time to assure high viewership and reach. The game show featured the popular ‘trio’ of comedians from a previously aired hit show together with different contests daily for selecting random numbers, each with a twist that is true to the Egyptian culture. With each episode came a theatrical engagement with the contestants as well as special appearances by celebrity guests. Each episode ended with a live segment, awarding the previous day’s winner with their cheque to enhance the show’s credibility, and reinforce brand trust.

Success of the Campaign

A) The “Ramadan To You” game show was the 3rd top rated show in Ramadan in the cluttered Ramadan scene (1). B) Within 30 days, he number of inactive users has decreased by 2% reaching 40.6% (2). C) Media Spend: The overall media spend in 2014 has decreased by $9 millions (3) in comparison to the Vodafone Ramadan spend in 2013. During Ramadan 2014, the $2 million spent in were only dedicated to the Radio, digital and out of home mediums. The TV spend in Ramadan was nil. While each of the competing brands has spent each $13 million each across all mediums – inclusive of TV (4) Sources: (1) Agency research, Ramadan Viewership, July 2014 (2) Client research, Ramadan Daily Tracker, July 2014 (3) Media Agency Data, Media Spent, 2013 (4) Media Agency Data, Media Spent, 2014

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A week before Ramadan we aired an unbranded teaser revolving around a phone call that would make you win 100,000 Egyptian Pounds. The unbranded teaser was supported by an outdoor network promoting the TV show in key locations across Egypt, in similar fashion to the promotion of other key Ramadan TV programs – transforming to Vodafone branding on the 1st day of Ramadan. A deal was made with MBC Masr, the top watched channel in Ramadan to air Vodafone’s program, “Ramadan to you”, for free during the peak time. In addition, we had several spots in MBC Masr during the day to air promos to direct viewers to the program, and other value promotions offered during Ramadan. In time for the first episode airing, radio copies and digital banners encouraging users to watch the daily episodes were set out in motion.