Brand | MOBINIL |
Product/Service | TELECOMMUNICATION |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | Use of Ambient Media: Large 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
Due to the political upheaval in the country, which also witnessed a lot of economic instability, Egyptians were becoming quite self-centered amid an unpromising future; unlike their traditions, people were no longer willing to help each other. But believing in that Egyptians always stood for being stronger together and that acts of goodness are contagious, Mobinil initiated #Anonymous_Giver campaign to retrigger Egyptian’s sense of unconditional giving.
Our objectives and goals were:
- Let Egyptian know and take part in a anonymous giver act,
- To seed relevant opinion leaders to create awareness and encourage Egyptians to take part.
Results and Effectiveness
With around 18.3 million impressions across main social media, and supported by over 5 million video views, #Anonymous_Giver not only became the talk of the town during the month of Ramadan, but it also witnessed significant cases of change in behavior as additional, people-led acts of goodness were spreading in the country, triggered by Mobinil’s initiative of giving unconditionally.
Creative Execution
Using the unbranded hashtag #Anonymous_Giver on fridges, bookshelves, ramps and other items that were spread across the streets of Cairo, people started wondering who was behind these acts of goodness until the brand was revealed.
Insights, Strategy and the Idea
Mobinil is Egypt’s first telecom operator with a customer base of around 33 million, an iconic brand that have stood for being “always together” with the people and whose equities, like no other, are highly rooted from Egyptians’ sense of belonging and patriotism. Given that relationship the brand has with its customers, no other brand would have fitted for this people-centric initiative.
Credits
Bechara Mouzannar |
Leoburnett-cairo |
Chief Creative Officer |
Amr Darwish |
Leoburnett-cairo |
Managing Director |
Mohamed Fouad |
Leoburnett-cairo |
Creative Director |
Osama Arnaouty |
Leoburnett-cairo |
Creative Director |
Tarek Metawe |
Leoburnett-cairo |
Art Director |
Ahmed Soliman |
Leoburnett-cairo |
Art Director |
Khaled El Sherbiny |
Leoburnett-cairo |
Copywriter |
Mohamed Abu Eleneien |
Leoburnett-cairo |
Account Director |
Amr Ammar |
Leoburnett-cairo |
Account Director |
Seif Ismail |
Leoburnett-cairo |
Account Manager |
Mohamed Yousri |
Leoburnett-cairo |
Planning Director |
Karim Khodeir |
Leoburnett-cairo |
Agency Producer |