| Brand | ETISALAT |
| Product/Service | SOCIAL AWARENESS |
| Entrant | INITIATIVE Cairo, EGYPT |
| Category | Corporate Image & Communication |
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Media Agency
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INITIATIVE Cairo, EGYPT
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Entrant Company
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INITIATIVE Cairo, EGYPT
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Media Agency 2
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INITIATIVE Cairo, EGYPT
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Brief Explanation
Political turmoil has triggered negativity and uncertainty among Egyptians. Etisalat wanted us to engage with online users and plant seeds of hope in Egyptian hearts.
So we decided to spread the message of positivity and proactivity by generating invaluable video content that people would engage with and share with others. So we decided to find the most common negative attitudes Egyptians face in their everyday lives.
Results and Effectiveness
The campaign was an online success.
• +4 million video views across social media
• High video view-through-rate with an average VTR of 43% (Egyptian Telecom benchmark: 17%)
• Thousands of positive comments and interactions on social networks
• High engagement rate between 10%-15%
• #Stay_Positive trended across social networks
Creative Execution
We seeded the webisodes on YouTube & Facebook to encourage & influence people to be more positive & proactive towards the community.
To engage the online viewers, we involved them in the search of the heroes who reacted positively in each webisode. EGP 5,000 in prize money was then delivered to each winner.
Tactics such as remarketing lists and YouTube video cards helped Etisalat to build audiences that would move across episodes and – through their engagement – became the catalyst for more organic growth in viewership. We’ve managed to build a loyal fan base that continued to grow over time, and successfully improved engagement metrics for the online video project; such as: higher than average view rate & high reach levels.
Insights, Strategy and the Idea
Building real situations with the most common negative attitudes, and capturing the natural reactions from Egyptians roaming the streets of greater Cairo through implanted hidden cameras was the key success factor behind the online video content. Two leading disguised actors roamed the streets of different governorates in Egypt to test the people reactions towards negative attitudes. Hidden cameras documented the different reactions of people in different situations. Using this content, we created webisodes and seeded them on the top online video platforms in Egypt (YouTube & Facebook) to encourage & influence people to be positive & proactive towards the community.