2016 Winners & Shortlists

Brief Explanation

Our youth target’s (20 million in Egypt) lives revolve around their friends, internet and social media. They seek uniqueness & exclusivity and have a compelling passion for music, along with outlets for self-expression. Egyptians love celebrities, and the use of megastars is common among the big players to capture Top of Mind. Nevertheless, to launch IN, the first tariff exclusively for Youth, we needed to create buzz and appeal to a target who is very cynical and skeptical to corporate communication. As well as bring to life the brand proposition #Min_Ghairak_Msh_Hatekmal (it_won’t_be_complete_without_you); while attaining 1 million subscribers within 6 months.

Results and Effectiveness

In just 2 weeks, we managed to get 1 million fans on Facebook, then revealed that this is the youth network by Vodafone and changed the fan-page name to ‘IN by Vodafone’. Moreover, we achieved an engagement rate of 9% (average market 0.4%) with 65% talking-about (engagement outside FB fan-page, average 10%). The campaign was featured positively achieving over 280,000 USD worth of earned media. IN was the number 1 growing Facebook page targeting youth in Egypt while the launch song received over 4.5 million views and the IN tariff acquired over 500K subscribers within one month of the launch.

Creative Execution

The campaign kicked-off with teaser copies tag-lined ‘et2al hate3raf’ (wait_&_find_out) to hype a mysterious project using five diverse highly influential underground bands with a strong following. Then loved band members invited their fans to like the IN page promising to reveal the project once reached one million fans. A digital meter tracked progress along with engaging call-to-action posts to motivate fans. Strong & highly-targeted media support ensured 97% of fans came from target age group. Finally we launched ground-breaking mash-up song which created endless positive WOM and changed the Facebook page name to reveal that it is ‘IN by Vodafone’.

Insights, Strategy and the Idea

Most brands launch via TV; for youth we couldn’t disregard this critical mass media however IN had to do it differently. Social-media delivers perfectly on the targets need for open dialogue, it builds the concept of community which fits perfectly with the proposition #Min_Ghairak_Msh_Hatekmal. Needed to speak their language without alienating any SEC, was achieved by using diverse group of underground bands that personify self-expression with strong following across all youth segments. Via pull strategy ‘IN’ built an online youth community which in return actively compelled them to engagingly participate in the launch of this new platform addressing them exclusively.