2016 Winners & Shortlists

The Brief

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.

Creative 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.