2015 Winners & Shortlists

Results and Effectiveness

YouTube: • Total Of Views for the 6 Episodes: 2,962,078 Views (15% organic views) • YouTube performance (CTR: 4.5%: market average at 3%) • GDN performance (CTR: 0.38%, market average at 0.2%) • Facebook promoted Video post performance (CTR: 0.44% market average at 0.3%) • 85% of the respondents say it improved brand image (Source: Mobinil brand Tracker) 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

Creative Execution

- The campaign was meant to be on digital only since the episodes were long. however the episodes were produced with TV quality and that made us change the plan to include TV in Ramadan - First the campaign launched on TV with teaser 30" and 1 Min trailer copies to build anticipation. second we revealed the full episodes, airing them on TV and right after that its uploaded and promoted on Mobinil's YouTube (each episode aired for a week). finally we invited participants to join the initiative by filling forms on Mobinil's website (by making the landing page of all the banners to be on the form section) - the campaign was integrated on different mediums using TV, digital, press and OOH to promo watching the episode on Youtube and we were able to air the full episodes on TV as well as fillers on a top rated channel.

Insights, Strategy and the Idea

-The Objective was to show case how Mobinil helps people get jobs or financial support through their initiative "supporting Egyptian Working Hands". Mobinil wanted to showcase the success stories of the CSR to motivate the people. it aimed to uplift the image of the brand and strengthen brand equity. - The Targeted audience are very cynical and don't believe that brands helps people and they didn't understand how it was done. in addition they though that this initiative was only for the handicapped -The challenge was how to communicate incredibly inspiring stories to the Mass. these stories needed to be told in full because each story was touching. So the idea of creating Webisodes which we titled "Ebtedy" or "The Startup" came to us. - The episodes gave the chance to the heroes to tell their story and the brand to explain to the Mass how they helped these people.