2020/2021 Winners & Shortlists

Background

When Egypt saw a 22% increase in internet consumption during 2020, each telecom provider were formulating their next big move in the market. The newest entrant came out strong, offering high value internet bundles. Vodafone needed to compete amidst the market chaos, while changing their consumer perception as a Teleco with premium prices. That’s where their latest offering came into play. With the recently introduced Plus platform, they found an opportunity to fully establish themselves as mobile internet beasts, with the most diverse internet offering, along with unrivaled prices. To build on the success of the previous Plus campaign, the brand focused on a consistent identity for all its MI products that fall under the plus platform, relieving themselves of a plethora of branded products,. The product would not only be generic, yet focused on all the most popular social platforms, while delivering on having the cheapest prices in Egypt.

Describe the strategy

In light of Covid enforced lockdowns, cost consciousness has expanded to the youth, where every little penny is important to them in their day-to-day lives. Digital natives who stop at nothing to hop between each digital platform, and are consuming more than ever before, needed a product that could keep up with their usage, without having the worry of any financial limitation. After relieving them of that worry, we needed to truly speak to the core of our consumer. The brand's approach was simple; utilize current trends that can be brought to life, and showcase them in a relatable way. This came in the form of memes. Although memes have existed since the beginning of online social interaction, they’re the purest and most frequent form of content on social media, and were the perfect tool to speak in the complex language our target would, in no doubt, understand.

Describe the execution

The film was true to the concept and to the consumer, utilizing the trendiest content/memes across each scene, negative or positive, to guide our hero through his digital journey worry free. As our consumer jumps from platform to platform, he encounters real life versions of the content he's scrolling through. As they observe his behavior, and try to interact with him, his actions are too intriguing to ignore, to which the content themselves start to question the power behind these new Internet bundles and specifically their pricing. It managed to deliver the brand's message loud and clear to the consumer, without losing an inch of entertainment value. This 360 Campaign ran for 6 weeks, across different mediums, such as outdoor banners and digital content on social platforms i.e Tik Tok, Facebook and Instagram, with significant seeding through those weeks, and is considered the brand's most important communication during the summer.

List the results

The film clocked in as the highest viewed commercial on Vodafone's Youtube page that was not in a song format, amassing a total viewership of over 53 million views across all platforms, and over 54 million total engagements, with a positive sentiment of over 63% in the first 2 months. . The film didn’t just score in terms of figures, it left an impact on the society, where it got our youth into an endless loop of recreating our featured trends, with over 1500 organic videos on Tik Tok. Vodafone Plus had truly created a literal unbreakable link between the online world and offline worlds From a business standpoint, the film delivered on many brand KPI's, in which the film exceeded expectations in "providing new information", while achieving optimum "relevance" with our target consumer, leading to a significant rise in total subscriptions.