2016 Winners & Shortlists

The Brief

Prepaid recharge cards are one of the key pillars in Vodafone’s revenue. During Ramadan, most prepaid users reshuffle their monthly spending and reallocate their telecom budget to make room for food and entertainment spending, resulting in a significant drop in revenue. The other challenge was how to stay relevant to the consumer in the context of Ramadan paired with the over saturation of the communication landscape. The strategy was to launch the campaign hand-in-hand with Power to Family campaign, as a manifestation of the brand promise in a tangible product encouraging families all over Egypt to stay connected.

Creative Execution

The campaign was launched during the month of Ramadan and extending for two weeks afterwards. Building on the insight that Ramadan is the month of giving and, in Egypt, family remains the biggest asset, we created the campaign with the idea of (Celebrate your family and give them back with Vodafone’s family Card). The family card was created to enable consumers to cope with the fast paced life, which physically takes us away from our families. And in turn what this ‘Family card’ did was help them keep up by at least staying virtually close. The communication helped boost the 2015 Ramadan value product, where the mechanics were based on a 4+1 formula – one person could recharge once and share the same card with 4 other family members to recharge the same value each, encouraging them to stay connected to each other no matter what. Power to Family. Power to you.

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

This one of its kind communication driven business proposition achieved equally one of its kind business results, the highest value revenue generator for Vodafone Egypt in its history and scoring the highest engaging promo with 16 million subs versus 10 million subs in the previously most successful campaign. This also positively impacted inactivity by 4.3% and prompted a +4% ARPU jump during the campaign. The communication results mirrored the outstanding business results with top scores on: i) promotion awareness at 49% (+37ppts vs. norm), ii) promotion appeal at 81% (+18ppts vs. norm) and. iii) promotional ad appeal at 94% (+34ppts vs. key competitor). This promotional campaign also drove the key equity attributes on NPS with an increase of 5 points on emotional connection, +5 points on (understands my needs); and +7 points on differentiation, placing Vodafone significantly ahead of competition.

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

Family Card is a one of its kind business proposition. Given the strong bond Egyptians have to their families especially during this Ramadan, Vodafone Egypt capitalized on this through an entertaining piece of content that was used as the primary communication driven ‘family greeting’ song by Egyptians, to Egyptian families. Not only did the communication drive the ‘Ramadan greeting’ approach, but a product was born out of it – ‘The Family card’. The Family Card product was in itself a promotion: we created a portfolio of recharge cards named Family card, portraying families from different walks of life: the modern family, the farmer’s family, the traditional family, etc. The Family card offered recharge values of 10 to 100 LE, all rechargeable five times: one recharge value plus 4 more free ones for your family members. This promotion not only engaged consumers but encouraged them to become active in staying connected.