Brand | MOBINIL |
Product/Service | TELECOMMUNICATION |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | Use 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
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 |