In this campaign, we feature one of the most known comedians in the middle east the mega star Ahmed Helmy, who has made his comeback through this campaign after being off screen for almost 3 years now, by the aid of the new lingo created that made any conversation understandable in a few words, this resulted this hilarious film that left people not just laughing at it but also using the punchlines and the lingo, in their daily conversations.
Situation: The current economic situation in Egypt is pushing people to save as much money as they can but cutting budgets in many aspects of life, making it hard for families to fulfill their needs.
Brief: Etisalat has made its newest family bundle where you can call your family members totally for free and divide the bundle units among them, to be the first bundle of its kind in this category in Egypt, giving a family full control over the bundle and enables them to call each other anytime without worrying about the call duration.
Objective: introduce Etisalat “hekaya family” bundle to the current customers and non-etisalat customers to subscribe to this new bundle with its unique features.
Describe the creative idea.
What would it be like if talking to your family costs money in real life?
Definitely people would cut their sentences short saving words thus saving money, based on this answer we took the situation a little bit far by creating a new lingo that made any conversation understandable in just few words.
And because of the new family bundle where you can call your family for free, comes our message to the consumer; cut anything short except for your conversations with your family because now you can call them totally for free.
Describe the strategy
Through research and focus groups of men and women in their late twenties, mid-thirties; we learned how these new moms and dads have huge responsibilities towards their little families, they always look for an upgrade for their families, but the economic status in Egypt is not only taking away that upgrade, it also made them more cautious about their spending like never before making their dream of upgrade even harder.
Etisalat new family bundle enables them to reach each other totally for free also gives them the total control to divide the bundle units among them as they wish, in other words it gives them the upgrade they wish for their families.
Ahmed Helmy as a celebrity was the right choice for the target audience as he himself had hard times before hitting it big, they look up to his inspiring story, they see him as one of them.
Describe the execution
The campaign launched with this film of a family talking out a very important, popular conversation that its considered “the talk” in Egypt of a younger brother’s marriage that was communicated with that new lingo we created that makes any conversation understandable in a few words, turning this serious situation into a hilarious one.
The campaign took place amidst of the tight economic situation in Egypt, it is “the” issue that all Egyptians are talking about. A first copy launched at the end of January 2019, after taking its time to sink in to people’s minds and conversations, another copy was launched leaving it the only talked about campaign till that point.
Placement and scale:
We used TV and digital as our main mediums, the ad was placed mainly in spots around family shows and series aiming to hit our target audience bulls’ eye.
Describe the outcome
Our film had an outstanding reach of 13.5M people, 708K Engagements, and over 12M views on Facebook also a 13M views on YouTube. Talking about sales we achieved 6% increase in overall monthly sales and a 30% increase in sales of same tier.
Over and above the internet exploded with user generated memes and videos related to the film. The memes and videos covered almost every subject like politics, football, school, relationships, diet…. etc. other than that the lingo turned to be a part of the Egyptian pop culture; Egyptians started using our lingo in their daily lives, at work, home, club…. everywhere.