2018 Winners & Shortlists

VODAFONE - MAKE IT RAIN

Client/BrandVODAFONE EGYPT
Product/ServicePRE-PAID TOP-UP CARD
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
Type of EntryUse of Promo: Experience
CategoryGuerrilla Marketing & Stunts
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Production BIGFOOT FILMS Cairo, EGYPT
Additional Company VODAFONE EGYPT Cairo, EGYPT

The Campaign

Being a value driven segment, money is everything. With an innovation that allowed us to give them more than just the value purchased, it was simple: scratch once recharge, scratch twice to make it rain. We couldn’t just rewrite an existing Shaaby music hit to meet our sell; we’ve always been a brand with its own personality, and we weren’t going to change that. Borrowing from the popularity of the music genre, we created our own trend. With a brand-born celebrity that was adored by the people, the Genie, all we needed to do was bring him home amongst his people. Driving him everywhere with his crew, he needed to show up in every street and every bus stop, while fulfilling his promise of making it rain. But he wouldn’t just make it rain money and top-up cards, he would make it rain happiness as well.

Creative Execution

Staring our brand-born celebrity, the Genie, and occasionally accompanied by celebrities Oka, Ortega and Shiba, swag was our game. Showing up uninvited, and being asked not to leave. Cross-nation street entertainment took over every city in Egypt, with a make-it-rain truck and a team celebrating a new-born bond with its people. From activities to giveaways, to dancing worry-free on the streets, our Genie was invited to stay with open arms. Being an icon for brining happiness and value, people knew he was here to give; they just didn’t expect that much. When the Genie was there, no one needed to pay. He paid for your fruits and vegetables, breakfast and lunch, bus-rides and even gave away free top-up cards. And he did it with a smile, that gave them the one thing no brand has ever done; a barrier-free emotional connection with their brand, represented through the-now people’s Genie.

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

15 days after launching, results broke records of highest-generating promo in terms of business and communication: Communication Results: - 50 Million Views - 700K Engagement - User-generated content took over all platforms, with other brands and companies riding it success by using it on their official pages. - #1 trending video on YouTube. - #1 song on music charts. - Interim Net Promoter Score increased 10 points - Bombarding the brand’s social pages & Customer service requests inviting the Genie to their towns. Business Results: - Transactions increased by 1.4%. - Active-base increased by 2% - Engaged subscribes from Active-base increased by 3.6% - Peak Versus Peak redemption increased by 10% with total redemption increasing by 9%.

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

In a country where television is key, our challenge was to reach the entire nation without it, using a first-of-its-kind top-up card; scratch once to recharge, twice to win. And it blew up. The Shaaby music genre has become the nation’s favorite. Abusing the up-rise, we created a catchy-original, taking-over Egypt. Launching it on social-media was the beginning, making it rain on the streets was the goal. Using our brand-born celebrity, we travelled the nation, city by city, surprising, entertaining and spoiling anyone who came our way. It wasn't a campaign message; it was a promise we literally delivered.

Despite the economic situation affecting 97% of the population, mobile-phones are still a necessity. With a 36% price increase on pre-paid cards, consumers’ purchasing behavior and market dynamics changed. Since everything was more expensive with a static income; money itself has become a luxury. Providers altered their strategies, competing on a ladder of value to beat the duality war; but for them, the traditional copy and tactical sell was their aim. But Vodafone had a different approach; step off the ladder and walk with the people. We had value and a promise of making it rain, but while we entertained them with a song, we had bigger plans. Our approach was using our adored Genie everywhere; an unanticipated tour across the country, showing up for a day full of entertainment, value and the gift of removing their burden of money. We would have them covered; food, transportation and even supplies.

Credits

Name Company Position
Mai Azmy J. Walter Thompson Cairo Managing Director
Ibrahim Islam J. Walter Thompson Cairo Head of Creatives
Diana George J. Walter Thompson Cairo Business Unit Director
Heba Hosny J. Walter Thompson Cairo Account Manager
Karim Magdy J. Walter Thompson Cairo Account Executive
Farah Sultan J. Walter Thompson Cairo Copywriter
Marwa Khalifa J. Walter Thompson Cairo Senior Art Director
Mahmoud Shahaat J. Walter Thompson Cairo Art Director
Amir Adib J. Walter Thompson Cairo Planning Director
Tameem Younis Freelancer Director
Begad Omran BigFoot Films Executive Producer
Karim Osman BigFoot Films Producer
Links
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