2020/2021 Winners & Shortlists

Summary

As opposed to the clear-cut segmentation and psychographics of post-paid and pre-paid segments in the Egyptian market, at the void in between lies Hybrid – that is way vaguer in nature. Etisalat had been unable to figure out the exact customer that would opt for Hybrid, and hence had failed to formulate its product or other offerings to serve that segment. This time, a whole revamp was applied- starting at the target audience, where “the constant upgrader” was identified: a young head of household, who lived on back to back installments in his/her never ending quest for upgrades, and given how their families formerly used them as mediators to talk to each other because according to their plans “talking to family cost money”; Hekaya revised their product offering and gave them an upgrade they were in desperate need of; their families can now talk to each other for free! We brought our insight to life literally through 2 films, showcasing a family trying to communicate in the most cost-effective way! Sitting face to face, the family had to cut their dialogue short to an absolute minimum. After all, every word cost! And so the scripts were written by writers who had to unlearn everything they knew. Instead of descriptive dialogues, adjectives were dropped. Instead of setting the stage, they got right into it. Instead of writing sentences they had one or two words! And with this crippling task, came our scripts, short, clever, and hilarious! With a 10% increase in revenue on the month of the launch in mind, Hekaya successfully *1 grew its revenue by 17% YOY, upward migration grew by 10%, acquisition by 10% and renewals by 8%. Moreover, Hekaya’s equity share grew by 3% and growth has been maintained till end of year to close 2019 sharing the #1 rank with Vodafone, the ones who invented hybrid. Sources: 1. Sales Report Feb 2019 2. Brand Health Tracker, Q4 2019