2016 Winners & Shortlists

Brief Explanation

Business and Marketing Objective With Mobinil’s five offers, their main focus, other than gaining new subscribers, was to create a brand appeal and affinity for the youth in specific. Insight Millennials can’t help but share EVERYTHING, leaving us with some interesting content, and an abundance of rather trivial and/or annoying content. While we are able to tolerate this online, we are not able to tolerate it in real life. Idea What would happen if your online behavior was portrayed in real life. This insight is relatable to all target audience because we are profiling behaviors they are all familiar with, while being relative to the client as it positions their product as the solution.

The Campaign

OVERVIEW When it comes to Internet, millennials have become the main target for all telecom operators in Egypt, with the competition constantly bombarding the market with various internet-based offers. OBJECTIVE Create a campaign for 5 different internet offers. CHALLENGE With everyone selling internet, the challenge was to communicate the 5 offers in one campaign and avoiding getting lost in the clutter and intriguing the different segments. EXECUTION We showed the consequences of portraying peoples' stereotypical online behavior in real life. STRATEGY By digging deeper into the consumer behavior, we found that there are specific social media stereotypes found in every group of friends. So instead of selling internet, we were doing people a service by keeping these social media stereotypes online. OUTCOME The ads were a major hit with the target, gaining a lot of talk on social media, as well as inspiring several spoofs and online content.

Creative Execution

Mobinil launched the campaign with 5 TV copies representing a group of five friends, each showcasing a different social media stereotype. These were complemented with outdoors and instagram ads, also showcasing the stereotypes. Each character was established with an emoji highlighting the stereotype. As the campaign gained popularity, Mobinil launched a mobile app giving the target the capability to take pictures and brand them with emojis of our different stereotypes. The app enabled users to send, tag and post on their friends’ walls.

The ads were a major hit with the target, spawning a lot of talk on social media, as well as inspiring several spoofs and online consumer generated content. The campaign generated more than 11 million views and achieved $518,023.80 earned media across the social media platform. Other than gaining millions of views on social media, the search on brand name increased on google by 11% not only but Mobinil also over achieved its business targets by 50% in less than 2 months.