2015 Winners & Shortlists

The Campaign

"Only for the net heads" is a Mobinil campaign that humorously discriminates against non -net heads (non internet proficient people ), and in the mean time praises the net heads (internet proficient people, specifically youth )for their sense of humor and internet proficiency, using the language of the Egyptian internet, its icons, celebrities and sense of humor.

Success of the Campaign

Mobinil, Egypt’s first mobile operator was the last to offer data services. Consequently, it was perceived as outdated and the youth had dropped it from their consideration. The challenge was to connect our data brand with the youth. We launched a fully- fledged campaign that communicated in the language that only Egyptian youth would understand, so they can feel connected to our brand. The campaign succeeded in exceeding the sales target with 48% and increased the brand consideration among the youth with 10%.

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

On Tv, we made a series of ads that spoke the language of the net heads, and used their sense of humor. We took common internet slang that had double meanings for the internet illiterate, and built our scripts on them to differentiate between the net heads and the non net heads. On radio we created a series of mini-quizzes that had the same function as the TV, differentiate and playfully discriminate We incorporated catchphrases from online clips and celebrities in the script, that only net heads would understand. On outdoors and print , we executed the campaign using a minimal approach, to grab the attention of only the net heads. An art direction that's almost irrelevant to other target audiences. As for digital we created a game called the interwebz, a game that challenges the net heads in in their own games and on their own ground; "the internet".