2017 Winners & Shortlists

FANS COME FIRST

Short List
Client/BrandVODAFONE
Product/ServiceTELECOMMUNICATION
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
Type of EntrySocial
CategoryCo-Creation & User Generated Content
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Media Placement MEC GLOBAL Cairo, EGYPT
Production MAGIC BEANS PRODUCTIONS Cairo, EGYPT
Additional Company VODAFONE EGYPT Cairo, EGYPT

The Campaign

With fans banned from attending any local matches, as the main sponsor of Al-Ahly FC and the brand that stands for empowering everybody to be confidently connected, Vodafone Egypt felt the need to reconnect the players and the fans, and make their presence be felt once again. ` Accordingly, we invited fans to send their pictures to be placed on stadium seats during matches as a symbolic gesture of presence; switching it from a stadium ban to stadium banners. Fans also had the opportunity to have their photos printed on the numbers of the official players’ jerseys worn during matches. To invite fans to send their pictures, Vodafone collaborated with the stars of Al-Ahly FC and its entire staff to feature in a piece of content. The players sang a song combining two of their fans’ most iconic stadium chants, their lyrics were altered to pay tribute to the fans.

Creative Execution

#FansComeFirst was created as a carrier for our campaign; launched with content featuring Al-Ahly players singing a combined anthem of two of their fans’ most iconic stadium chants by altering their lyrics to honor the fans themselves. The whole meaning was switched to address the fans; “from fans to players” to “players to fans“; which instantly took the content viral. The content acted as an online invitation, on the brand’s owned social media assets, to fans to send their photos to the dedicated Vodafone number to be placed on stadium seats during matches as a symbolic gesture of presence; switching it from stadium ban to stadium banners. Fans were also given opportunity to have their photos placed on the players’ back jersey during matches. After the success the organic efforts achieved, content was taken to TV during Al-Ahly matches, focused airing during matches and highly viewed specific football analysis studios.

A Brand-first 1 million view organic reach in 6 hours overnight, 2 million organic ones in a week, leading to a total of 5.9 million organic reach by July 2016 from 19 April; launch date. FansComeFirst online anthem generated an unprecedented positive engagement across Vodafone‘s social media platforms. Looking at Facebook, - 83,000 organic shares in 24 hours which recorded the highest ever shares on Vodafone’s page within a day. - 98% of the interactions on the Vodafone page were of positive sentiments. The online post scored the highest love reaction engagement throughout all Vodafone page posts, totaling 188,000. - An 863% increase in the brand’s Facebook engagement levels. - Launch date marked the highest engagement rate day ever on the Vodafone page; a 200% engagement-rate increase during this month versus average engagement rate. Looking at Twitter, a user-generated Arabic term “Vodafone’s newest” trended in Egypt on the launch day.

With fans being banned from attending any local matches, Vodafone Egypt faced difficulties to fully leverage its multi-million dollar sponsorship of Al-Ahly FC, resulting in not taking full advantage of a key contributing factor to its emotional connection with its customers. A brand that is all about enabling people by confidently connecting them was suddenly not able to connect to its own supporters. As the leading telecommunications brand in Egypt, Vodafone opted to prove that a physical disconnection does not mean no connection.

Credits

Name Company Position
Youssef Hammad J. Walter Thompson Experience Art Director
Karim Ayesh J. Walter Thompson Experience Associate Creative Director
Ahmed Waheed J. Walter Thompson Experience Senior Copy Writer
Ahmad El Refaey J. Walter Thompson Experience Senior Copy Writer
Mohamed Galal J. Walter Thompson Experience Account Director
Rasha Georgy J. Walter Thompson Experience Executive Director
Amir Adib J. Walter Thompson Experience Senior Planner
Farah Balbaa J. Walter Thompson Experience Account Manager
Mohamed Hammady J. Walter Thompson Experience Executive Creative Director
Shady AbdelAziz J. Walter Thompson Experience Senior TV Producer
Ahmed El Naggar Director Film Maker and Director
Links
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