2015 Winners & Shortlists

Results and Effectiveness

Vodafone took center stage among competitors. “Barakat and Super Teta” was the first and only digitally-oriented media campaign to be launched in the Egyptian telecom category to serve the business objective of pushing online services. In one month, webisodes reached 80% of our target on Facebook (16 Million). They received 136% more video views than set KPIs, leading to 15% increase in total channel video views. E-shop traffic increased by 92%, while Facebook gained 18% more new fans and the community generated 47% more interactions. Mobile application downloads increased by 20% and 99% of the current users updated their application.

Creative Execution

We introduced a series of online webisodes featuring “Barakat”, a famous ex-footballer struggling to find a job after his retirement. Throughout the series, each webisode communicated a situation where he attempts to become an entrepreneur, such as offering online customer services and other web-based solutions. His ideas were constantly shot down by his grandma “Bakinam”, who is surprisingly internet-savvy. Throughout all the situations, she educates him on how Vodafone offers the same services yet faster, better, and with more functionality than what he offers. Since the communication was mainly directed to youth in an attempt to change their mindset regarding Vodafone’s e-services, we decided to concentrate the communication strictly on online portals. The whole campaign budget was utilized to push the webisodes on both Facebook and YouTube, where our bulls’ eye target is usually heavily present. Moreover, all communication redirected fans to the relevant service portal for real-time conversions.

Insights, Strategy and the Idea

Vodafone’s telecommunications leadership is behind early introduction of new services, technology, and products. A cornerstone of Vodafone’s leadership is its social media assets. They built efforts over the past 4 years to create Facebook’s largest telecom page to date. Assets were positioned early on as an extension of the brand's overall efforts on communication, sales and customer service strategies. Despite ease and reliability of Vodafone’s online services, most customers - including our core target audience between ages 16 to 34 - who are always connected to their social circles and using social media intensively, aren't using them to the full potential. The online culture doesn't extend to online payment and services since users “fear complexity”. Moreover, the older generation is notorious for being late adopters of technology or non-users altogether, so using Vodafone’s e-services would usually be impossible for them, which is where we stepped in to prove the opposite.