2016 Winners & Shortlists

FA3EIL KHEIR

BrandMOBINIL
Product/ServiceTELECOMMUNICATION
EntrantUM MENA Giza, EGYPT
Media Agency 2 UM MENA Giza, EGYPT
Entrant Company UM MENA Giza, EGYPT
Media Agency UM MENA Giza, EGYPT

Brief Explanation

Now a days Finding people or brands that do good are harder to find. Especially if no direct benefit comes from it. Mobinil wanted to revive this nature and create a movement to remind people that helping others is an act that has no price. Normally when brands are involved in an initiatives people don't join thinking the brand will do all the work, Mobinil wanted people to contribute to this movement and keep it alive for as long possible. Mobinil did random acts of kindness by putting signs in the streets, refrigerates filled with food and putting hangers filled with clothes in the streets branded only with # Fa3el Kheir. Mobinil started with an unbranded phase, so people would think that its a phenomena happening and join to pay it forward. Promoted it through social influences making it seem organically generated and from there the initiative became massively viral.

The Campaign

For Ramadan Mobinil created a campaign adopting the pay it forward method to start the good deeds circle by making random acts of kindness in streets and a tactical offer adopting the method The objective was creating a hashtag to become a movement before Ramadan which paves the way for the campaign. The challenge was to create an unbranded movement in only 5 days using zero budget for the #fa3il kher which was the only branding on mobinil’s acts of kindness. We got a large number of influencers, Radio presenters and websites to talk/post about the phenomena happing in the streets. #fa3el kheir went viral and people were happy no one was taking credit for these deeds. Creating another challenge when revealing mobinil was behind it all. First of Ramadan we gradually revealed the brand documentary like copy with shots of the acts revealing the brand’s logo in the end.

Creative Execution

The unbranded phase, we used several influences and online news portals and Radio presenters to cover the random acts of kindness with no mention of the brand. We successfully managed to synchronize the coverage creating organic word-of-mouth within a week of the unbranded phase, the word Fa3el Khier spread and people were asking who was behind the initiative. The Reveal phase, consisted of a documentary like copy that depicts all the acts that happened over the past week with Mobinil's logo appearing at the end. This copy was supported on digital/TV on all top channels. The final phase was the Song and Tactical offer. The song was supported online with in-stream ads and a YouTube Masthead along with other portals. We also managed to air the full song for free on Radio and TV during Ramadan. The Tactical Offer was supported digitally as well and on TV, Radio and Print

The Song generated over 4.6 Million views on YouTube. After the reveal many websites shed the light on Mobinil’s initiative showcasing the success of the campaign from a marketing stand point. The websites included: Think Marketing, Scoopempire & Cairo Gossip etc. During the unbranded phase, the recruited influences' posts generated a total of 23,000 Likes and 2,000 shares organically. Various News portals such as Youm7 and Masrawy also took interest in the campaign and covered it organically. The campaign was very successful on TV as well generating over 6,848 GRPs. The fact that the TV channels and Radio stations aired the full song for free during Ramadan showcases the success of the campaign.

Credits

Name Company Role
Marian Makary Mobinil Head of communication
Dalida Mostafa Mobinill Brand Manager
Dina Hashem UM Managing Director
Karim Tawfik UM general Manager
Yusra Badr UM Senior Media Executive
Marina Zakhary UM Senior Media Executive
Amr Zifzaf UM Digital Manager
Radwa Abou El Azm UM Content Manager
Ahmed Saleh UM Content Director