Vodafone Case study 12 PT RAMADAN CAMPAIGN by J. Walter Thompson Cairo

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12 PT RAMADAN CAMPAIGN

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Industry Mobile Communications
Media Case study
Market Egypt
Agency J. Walter Thompson Cairo
Released February 2012

Awards

Mena Cristal Awards 2013
Arabic Culture Arabic Culture Sapphire (Silver)

Credits & Description

Client VODAFONE EGYPT
Product LIMITED TIME TARIFF 12PT PER MINUTE PROMO
Entrant JWT CAIRO, EGYPT
Type of Entry: Branded Content & Entertainment
Category: BEST FICTIONAL PROGRAM, SERIES OR FILM WHERE A CLIENT HAS SUCCESSFULLY CREATED A DRAMA, COMEDY OR MINISERIES AROUND A PRODUCT OR BRAND
Title: 12 PT RAMADAN CAMPAIGN
Product/Service: LIMITED TIME TARIFF 12PT PER MINUTE PROMO
Entrant Company : JWT CAIRO, EGYPT
Contributing Company : JWT CAIRO, EGYPT
Name Company Position
Mohamed Hammady Jwt Creative Director
Tameem Youness Jwt Creative Director
Amr Haddad Jwt Art Director
Hatem El Kashef Jwt Planner
Shahira Akel Jwt Associate Business Director
Nihal Nashed Jwt Account Manager
Mai Omar Jwt Agency Producer
Hadi El Bagoury Director
Pedro Del Ray D.o.p
Amin El Masry A.s.a.p Producer
Reem Megahed Jwt Agency Producer
Mohamed Hammady Jwt Copywriter
Mahmoud El Hosseiny Jwt Art Director
Ramsey Naja Chief Creative Officer
Describe the campaign/entry:
Branded entertainment is not widespread in the country yet before our campaign, Etisalat one of the main telecom players in the country launched a mini-series campaign around their loyalty program. As long as the work is within legal, no offending content (sexual/ religious) there are no restrictions.
Results:
We invited Vodafone customers along with the huge customer base that watch TV and expected a huge offer during this season, to enjoy the value given during the holy month of Ramadan [12 PT] and the communication, leveraging from the high viewership: The campaign wass supported by a huge stars line up. This year, Vodafone produced a mini series detailing behind the scenes footage from the amazing Vodafone commercial that was planned, but due to an accident on set, was never shot. Vodafone promised that even though the great campaign wasn't produced, you will still receive the 12pt per minute offer. The use of celebrities came about from the fact that the TV stars are key players during the month of Ramadan through different programs and drama series. Yet the communication approach we adapted was different and unpredictable The idea is that we’re empowering customers to enjoy the lowest minute rate from Vodafone no matter what 6 copies were aired sequentially which created further buzz and anticipation among the customers
Every year, the holy month of Ramadan witnesses the highest TV viewership of the year and hence the highest advertising activity across all brands Advertising during this month have become the most talked about topic hence to stand out we had to create new form of advertising, mini series promoting the offer.
The campaign and the offer created a huge buzz having 1 Million customers opted. Furthermore, the campaign was the most prefered campaign out of telecom campaign during Ramadan and created the most buzz among its competitors. Reach: 29,441,288 people saw the ads and the copies created a lot of buzz around them on social media.