2015 Winners & Shortlists

The Campaign

We don't have significant restrictions for the branded content however, we have the normal restriction that are applied on most on the MENA region like the below: Sexual Seens Violent Seens Anything with strong accusations on religion. Our country has a lot of Entertaining content material with a Varity of tastes. since the Egyptians don't have a common taste so its not easy to cater for such variety. mean While Egyptians a lot of entertaining genre during their day weather is was through TV or Digital

Results

The initiative was aimed to uplift the image of the brand and strengthen the brand equity Ebtedi campaign was about a series of emotional episodes, each video tells the story of one of these heroes, the challenges they faced, and how they knew about Ebtedi and how Ebtedi Helped them in achieving their dreams Ebtedi campaign was communicated in Ramadan 2014 through TV, Digital, Radio, and Outdoor The interviewer was Khaled El Nabawy, a famous Reputable and credible actor The heroes were picked based on diversity and who had an inspiring sharable stories that will motivate others The main medium for the webisodes was Digital, however with the high quality of the produced episodes and with Ramadan approaching, we decided to extend it offline as well The Campaign was composed of 2 teaser Videos and 6 main Episodes. Challenges: 1- Lack of CREDIBILITY, as many brands have been claiming endorsing CSR initiatives, especially in Ramadan 2- lack of UNDERSTANDING as to how Mobinil creates job opportunities Execution: Phase 1 - Teaser Campaign: we create anticipation around the campaign by using promos and a 1 min trailer for the campaign that were heavily aired for 1 week on TV and digital along with a massive Outdoor campaign to promote for the episodes Phase 2 - Revealing: our main focus was on TV and a strong Digital support to maximize reach and viewership of the episodes The episodes were aired on one of the top channels (Dream) and each episode was supported simultaneously Digitally and specifically on YouTube along with Facebook and GDN Phase 3 - Inviting Participants: in which we invited participants to take part or recommend someone who might benefit from Mobinil's initiative. The forms could be filled out on the Mobinil website for people interested to join the CSR

3. Attitude towards the Campaign: • 93% find it entertaining • 94% find it Unique and Different • 95% find it Innovative • 97% says it is relevant to them • 96% find it believable and convincing People Feedback on twitter was very positive and indicates the great success of the campaign The episodes were positively received For the brand and for Egyptians - 85% of the respondents say it improved brand image (from Mobinil Brand Tracker)

Results: YouTube: • Average Views Per Episode: 493,679 Views • Total Of Views for the 6 Episodes: 2,962,078 Views • Total Of Paid Views For The 6 Episodes: 2,542,662 Views • YouTube overall performance (CTR: 4.5%: market average at 3%) GDN: •CTR: 0.38%, market average at 0.2%) Facebook: • Facebook promoted Video post (CTR: 0.44% market average at 0.3%) 2. The episodes were positively received For the brand and for Egyptians 85% of the respondents say it improved brand image 3. Attitude towards the Campaign: • 93% find it entertaining • 94% find it Unique and Different • 95% find it Innovative • 97% says it is relevant to them • 96% find it believable and convincing 4. TV: - total spots: 800 spots for 30"/45" - 1 Min. Trailer airing with 30 Spots for 19 days of MBC Masr. - Channel Mix: Hayat 1,2,series / CBC, CBC Drama/ MBC Masr/ Dream 2,1 - Episode airing on Dream 2 with 54 spots for 25days during Ramadan. 5. Press: 3 insert with the start of the campaign on Ahram Friday, Akhbar Al Youm, & Masry Al Youm. 6. OOH: prime locations on 6th of October & Mehwar.