2016 Winners & Shortlists

The Campaign

Devoted to giving, the month of Ramadan was the chance for Mobinil, Egypt’s first telecom operator, to inspire Egyptians to give unconditionally, using the unbranded ‘#Anonymous_Giver’ on useful utilities placed across Cairo’s streets. In no time a wave of generosity was filling the streets as participants, including public figures, urged others to join the movement, filling Cairo with compassion that was spreading on ground and on social media. With music being a uniting tradition during Ramadan, underground bands were outsourced to sing for the public using #Anonymous_Giver_Sing_For_Good. Only then does Mobinil reveal itself in a TVC capturing widespread unconditional giving. 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. PR was an essential part of #Anonymous_Giver campaign and the key driver to build virality and spark conversation with Egyptians and get them as well to take part and share good deeds happening around them. It paved the way for the reveal of the campaign which was ignited by celebrities and e-influencers acknowledging and sharing the anonymous giver acts in the streets of Egypt

The Brief

Our goal was to let Egyptian know and take part in a anonymous giver act, and our objective was to seed relevant opinion leaders to create awareness and virality an anonymous giver campaign and encourage Egyptians to take part in.

Execution

Before Ramadan the hashtag #Anonymous_Giver was placed on fridges for people to fill up with meals, ramps for the elderly and the handicapped, bookshelves, clothes racks among other items in streets and alleys of Egypt. This unbranded act made people wonder who was behind these acts of goodness, which stayed for two weeks, and during these two weeks people were triggered by this initiative and started to participate in the acts of giving by placing food in fridges or putting racks of clothes. Then during Ramadan and after Ramadan, when Mobinil revealed itself that it was behind the hashtag #Anonymous_Giver, people were surprised and continued participating in these acts, as well as Mobinil. The flow and results was more than we what expected to the extend that it is still going on until now.

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.

The Strategy

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.