2016 Winners & Shortlists


Short List
CategoryUse or Integration of Music
Media Agency MEC GLOBAL Giza, EGYPT
Production Company ASAP Cairo, EGYPT

The Campaign

Our communication promise was real and simple: With Vodafone, we connect you with your family even if life drives you apart; translating the brand’s promise “power to you” to a consumer and occasion relevant promise “Your power is within your Family”. In order to further support our promise we decided to remind Egyptians of what family is and how they can truly stay connected. Yet, given our target that is fed-up of preaching and inspirational messages; we decided engaging with our target through a branded song. The song showcased celebrities in a contextual manner, having them featured as busy people taken away from their fellow family members, who also happen to be busy celebrities themselves. This song became a tune that reiterates family bonds & communicates our manifestation of the promise. From a media planning stand point, in a month where all big brands are cautious about when and where to launch their communication. We took the full market by surprise, launching our campaign on Ramadan’s eve when no one else was expecting it. We created a big buzz on all social media platforms showcasing the full song online. Moreover consumers have used our communication piece as a Ramadan greeting video card. We weren’t just a campaign, we were to many the kick-off of the month of Ramadan. Our brand song became the hit of Ramadan and a feel good summer song that reminds people of their family, this was most prominent given that it was played in many clubs and destinations all over Egypt. Capitalizing on the song and the hype, we further manifested our promise by not only connecting families via our song – but we also invited family’s in all our sponsorship outlets for “Sohor” together as a family to further bring them together.

The brand song created a big buzz online, becoming the new hit of the month and the summer following it. It was used as a way to greet family members on the different social media platforms. Online ad viewership results were also strong, totaling at 15% of all who have accessed the internet during the month of Ramadan. To date, the campaign was watched over 8million times on Youtube. Vodafone did not only win Ramadan telecom battle but also won Ramadan across all categories, Scoring the highest on all attributes and well ahead of all players on the market – with highest campaign recall and likability in Egypt. Moreover the Net Promoter Score (NPS), which measures the 3 operators performanc; witnesses a significant jump of +3pts, overturning the 4-months long drop, month on month. Pre-Ramadan, all 3 operators were dropping, yet during Ramadan, VF started picking up again driven by our strong campaign Vodafone took over the leadership on all Net Promoter Score emotional attributes: understands my needs and emotional connection, while also stealing the 1st place rank from Etisalat on offer’s differentiation, with a significant gain of 7 points vs. prior to Ramadan.


Name Company Role
Mai Azmy J Walter Thompson Cairo Managing Director
Shahira Akel J Walter Thompson Cairo Business Director
Hassan El Sada J Walter Thompson Cairo Account Director
Hisham Ghamrawy J Walter Thompson Cairo Senior Account Executive
Nevine Ramzy J Walter Thompson Cairo Senior Account Executive
Mohamed Hammady J Walter Thompson Cairo Executive Creative Director
Amir Adib J Walter Thompson Cairo Senior Planner
Amr Hadad J Walter Thompson Cairo Associate Creative Director
Reem Megahed J Walter Thompson Cairo Head of production
Shady abdelaziz J Walter Thompson Cairo Agency Producer
Ahmed Waheed J Walter Thompson Cairo Senior Copywriter
Youssef Hammad J Walter Thompson Cairo Art Director
Sabrina El Ghonemy J Walter Thompson Cairo Copywriter
Omar Helal Director
Amin El Masry ASAP Executive Producer
Shorouk Mokhtar ASAP Production Manager
Sameh Hosny ASAP Producer
Ammar abu Shady ASAP Producer
Ehad Abdel wahed N/A Music composer