2016 Winners & Shortlists

HOW SWEET!

BrandMOBINIL
Product/ServiceTELECOMMUNICATION
EntrantLEO BURNETT CAIRO, EGYPT
CategoryUse of Ambient Media: Small Scale
Entrant Company LEO BURNETT CAIRO, EGYPT
Advertising Agency LEO BURNETT CAIRO, EGYPT
Media Agency UM7 Cairo, EGYPT
Production Company LIGHTHOUSE FILMS Cairo, EGYPT

Brief Explanation

The idea is based on real insight that Egyptians have been facing religions conflict in the past years. The brand is the only Egyptian telecom provider in the market, that is of great heritage. The idea is relevant to the brand because Egyptians are emotionally hooked to the brand and brand loyal. For them the brand has been with them for more than 15 years, in good and in bad times hence they perceive it as a patriotic brand.

Results and Effectiveness

People were very happy, and they believed that this was a very nice gesture and they kept taking photos and upload it on the social media.

Creative Execution

The main medium in this campaign was on-ground activation, where the giveaways were given to Egyptians as well as social media influencers. Then a snow ball effect took place and the campaign went all viral.

Insights, Strategy and the Idea

The giveaways were handed to all people from all SECs, regardless their religious identity. The idea started by the giveaways and the campaign went organically online/viral.

Credits

Name Company Role
Bechara Mouzannar Leoburnett-cairo Chief Creative Officer
Amr Darwish Leoburnett-cairo Managing Director
Mohamed Fouad Leoburnett-cairo Creative Director
Mohamed Kamal Leoburnett-cairo Creative Director
Ahmed Hefnawy Leoburnett-cairo Creative Director
Mohamed Zoheir Leoburnett-cairo Senior Graphic Designer
Amr Ammar Leoburnett-cairo Account Director
Jailan Gamal Leoburnett-cairo Account Director
Seif Ismail Leoburnett-cairo Account Manager
Nihal El Fellah Leoburnett-cairo Account Manager