2016 Winners & Shortlists

Brief Explanation

Have you ever been given a piece of gum or candy, instead of getting your change back? This is very likely if you’ve ever made a purchase in Egypt. In a country like this one, the small shop is king, however curiously small change doesn't seem to be readily available, let alone valuable any more. And that’s where Vodafone Egypt’s micro-recharge SKUs came into play. The creative idea behind Fakka was built around the consumer insight that small change doesn't have a real purpose any more; it has become a wasted currency that some might even claim is practically obsolete given its devaluation. Therefore we positioned the pioneering product as a replacement to useless change. In other words, we spotted an opportunity to add surprisingly great value to seemingly valueless change. The campaign’s primary objective was to raise awareness about the micro recharge cards while improving Vodafone Egypt’s value perception. After all we stand for ‘International quality at surprisingly great value’ and this was the perfect opportunity to stay true to our brand positioning. Not only that, but it also reflected on our brand role which is empowering people to be confidently connected. To make our mark we exhausted all mass communication channels such as TV, OOH, and POS in order to permeate our targets minds, whose perspective on small change and Vodafone as a result was shifted drastically. Fakka replaced your regular change with talk time, viewed as that much more valuable. The balance of value in the market quickly tipped in favor of Vodafone. The effectiveness of the campaign far exceeded expectations. In a market driven by price, Vodafone’s value perception dramatically improved with a +5% increase in NPS after the launch and continues to be a key contributing factor in this. Not only that but also its revenue has been steadily increasing year on year. Furthermore, as we competed with other categories such as FMCGs, Fakka cards quickly penetrated the market reaching now +30% trade availability thus increasing Vodafone’s reach beyond belief. More importantly, the insight was so true and relevant to Egyptians that consumers started asking for Fakka cards instead of change; that’s when the perception of valuable change was created and the price war buried. As result, our competitors scrambled and quickly followed suit, but Vodafone Egypt had already created a timeless currency that is it still proven to be effective today. (Source: Vodafone Egypt)