2016 Winners & Shortlists

Brief Explanation

Family is the backbone and true source of power and strength. Ramadan helps bring loved ones together even in the simplest form of ‘Happy Ramadan’ wishes for those that don’t see each other frequently. The greeting was in the form of a visit, it evolved into a call, then SMS and has recently evolved into sending online greeting cards and posting picture cards on Facebook in which one tags his friends and family. This trend of digital greetings is so widespread that anyone can receive dozen sms’s or be tagged in dozens of the same Ramadan greeting pictures on Facebook.

Results and Effectiveness

This campaign had the best performance since the launch of CHT that starts in 2011 Vodafone took the lead in Ramadan race achieving 55% SOV, the only player with a positive net SOI vs SOV correlation. The Vodafone's Ramadan app unlocked the true power of e-cards and positioned Vodafone as one of Ramadan’s key players on social media. The app witnessed impressive results as they exceeded the expected KPIs by far. We obtained 183K unique users with 7% conversion rate & 638K page views on the app.

Creative Execution

The application was both desktop and mobile friendly to allow for spontaneous capturing of family moments live; with a customizable message and a sharing feature to help spread the festive mood. People start sharing their e-cards tagging their families appearing on the Facebook timeline with a message encouraging others to create their own e-cards. Two weeks later we introduced the family badge; which is a customized badge for users to proudly write their own family names as part of the statement “Your_power_is_in……Family". The users both shared it and used it as their profile pictures on Facebook.

Insights, Strategy and the Idea

We set the ground for mass social media impact with the help of a catchy TV musical copy showcasing celebrity family members interacting together via cellphones efficiently planned to get great exposure towards the audience. Also outdoors Vodafone signature layout showcasing the celebrity families was dominant on the streets. This helped pave the way for the Vodafone Ramadan app on the Vodafone Facebook page that enjoyed 6.8M fans, a ready online audience better than any microsite or website. The app was to replace the generic Ramadan greeting cards with personalized family photo greetings brought by Vodafone inline with the TVC.