2016 Winners & Shortlists

Brief Explanation

Mobinil is Egypt’s first mobile operator, followed by Vodafone and Etisalat respectively. However, when it comes to providing data services, it was the last one in the market to provide data services. Consequently, it was perceived as an outdated data provider, when compared to its competition, despite of the fact that there’s high consumer satisfaction. Accordingly, Mobinil was disconnected from the youth who represent the key target segment of the data category, and was perceived as the brand of the older generation that doesn’t offer the most innovative data/internet solutions. To win the youth over, we had to become relevant to them, and this was our main objective: to dissolve the brand barrier and connect with the youth, by speaking their own language. We opted to use their self-adopted language (the internet language) and visual elements, in other words, the language of their own experience to get to them. We launched a fully- fledged campaign that communicated in the language that only Egyptian youth would understand, so they can feel connected to our brand. The campaign succeeded in exceeding the sales target with 48% and increased the brand consideration among the youth with 10%. Source: Nielsen Internet Profiling 2013* Mobinil Sales Report July 2014* Ipsos Mobinil Brand Health Tracker July 2014*