Brand | ETISALAT |
Product/Service | RAMADAN DATA PACKAGE |
Entrant | INITIATIVE Cairo, EGYPT |
Advertising Agency
|
KING TUT'S PLAYGROUND Cairo, EGYPT
|
Media Agency
|
INITIATIVE Cairo, EGYPT
|
Entrant Company
|
INITIATIVE Cairo, EGYPT
|
Brief Explanation
During Ramadan, Vodafone released a high-budget and mega celebrity campaign. Etisalat wanted us to counter it effectively and immediately while promoting their social data package.
Egyptians are always up for a good laugh and love light-hearted controversy especially between brands. Until now, Vodafone had used the character “El Mared” (genie) to promote its pre-paid packages. Dressed in Vodafone red, it was the brand’s popular icons. But he was left out of their all-star TVC. So we decided to ignite a light-hearted brand war with a real-time TVC convincing ‘El Mared’ to switch sides and promote Etisalat’s social data package instead.
The Campaign
Green Genie:
Insight Strategy & Idea:
During Ramadan, Vodafone released a high-budget campaign. Etisalat wanted us to counter it effectively and immediately. We decided to use Egyptians love for humorous controversies to our advantage.
Media Execution:
Vodafone always used a character called “El Mared” (genie) to promote pre-paid packages. But he wasn’t picked for this “celebrity” campaign. So we ignited a light-hearted brand war with a real-time TVC convincing ‘El Mared’ to switch sides and promote Etisalat’s social data package instead. This got people talking, typing and sharing.
Results & Effectiveness:
• Digital reach of over 25 million impressions
• 950,000 views on YouTube (33% organic), and 145,000 organic views on Facebook
• 42% impression share of search queries related to Etisalat and Vodafone Ramadan campaigns
• Branded articles were shared 3,360 times on Facebook
Creative Execution
Vodafone had been using a funny character called “El Mared” (genie in English). Dressed in Vodafone red, he offered subscribers daily freebies. Fortunately for us, he did not appear in Vodafone’s all-star Ramadan TVC.
We sprang into action, and within just three days of Vodafone’s Ramadan TVC airing, we produced and aired our own real-time and highly controversial TVC starring ‘El Mared during the highest rated Ramadan programs, along with a 24 hours YouTube home page take-over (Masthead Ad) to reach, surprise, and delight the audiences. We kept the debate and conversation rolling online and by using branded articles & contextual targeting; our ads appeared on Google display network to anyone reading any reviews or articles about the Vodafone and Etisalat campaigns. We used search engine marketing and YouTube in-search ads to target keywords related to Vodafone and Etisalat Ramadan campaigns. Every click was re-directed to Etisalat’s Ramadan promotional page.
• Huge reach with over 25 million impressions across all digital channels (Source: Effective Measure)
• Nearly 940,000 views on YouTube, 33% of which were organic, and an additional 145,000 organic views on Facebook (Source: YouTube and Facebook)
• The search campaign captured a 42% impression share of search queries related to Etisalat and Vodafone Ramadan campaigns (Source: Google)
• Hundreds of positive articles were published organically about Etisalat Ad and the smart marketing strategy behind it, highlighting Etisalat fast reaction and real-time planning brilliance.
• Branded articles were shared 3,360 times on Facebook (Source: The Glocal)
Credits
Adham Ayman |
Initiative Media Middle East Fz Llc |
Digital Director |
Serena Abi Aad |
Funhouse Productions |
Managing Director |
serge selwan |
Funhouse Productions |
assistant producer |
Tamara Abdul Hadi |
Initiative Media Middle East Fz Llc |
Multimedia Designer |
Tony Kayouka |
Initiative Media Middle East Fz Llc |
Social Media and Digital Delivery Manager |
Seema Radhakrishnan |
Initiative Media Middle East Fz Llc |
Regional Planning Director |
Hala Alayli |
Initiative Media Middle East Fz Llc |
Marketing/Communications Manager |