2015 Winners & Shortlists

Results and Effectiveness

A) Within 30 days, the number of inactive users has decreased by 2% reaching 40.6% (1). B) The overall media spend in 2014 has decreased by $9 millions (2) in comparison to Ramadan spend in 2013. During Ramadan 2014, the $2 million spent 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 spent each $13 million each across all mediums (3) Sources: (1) Client research, Ramadan Daily Tracker, July 2014 (2) Media Agency Data, Media Spent, 2013 (3) Media Agency Data, Media Spent, 2014

Creative Execution

A deal was made with MBC Masr, the top watched channel in Ramadan to air Vodafone’s program for free during peak time, in addition to several spots for promos directing viewers to the program. A week before Ramadan an unbranded teaser was posted on Youtube revolving around a phone call that win you 100,000 Pounds. The teaser was supported by an outdoor network, utilizing Vodafone owned billboard locations, that transformed to Vodafone branded outdoors on the 1st day of Ramadan. The show's comedians filled their social media pages with behind the scene bloopers and day to day blogging pushing their large number of followers to watch the show. Radio copies and digital banners were also set out in motion since the game show launch

Insights, Strategy and the Idea

During Ramadan, Vodafone’s challenge was to brand trust and reduce their inactive user base. Vodafone decided to adopt a strategy to demonstrate its trust through content that gives back to the people inspired by Ramadan's generosity spirit. The game show "Ramadan to you” was created with the objective of giving away 100,000 pounds to a Vodafone user every day. The show featured different contests designed to select random winning numbers. Possible winners were those whose phone numbers included the randomly selected five numbers in any order, all they needed was send an SMS to the code designed for the show (100000) after the winning numbers were announced. These mechanics were set to increase interaction, and most importantly, drive customers to reactivate their Vodafone SIM card. Each episode ended with a live segment, awarding the previous day’s winner with their prize, to enhance the show’s credibility, and accordingly reinforce brand trust.