Vodafone Case study THE POWER OF EVERYONE by J. Walter Thompson Cairo

Adsarchive » Case study » Vodafone » THE POWER OF EVERYONE


Pin to Collection
Add a note
Industry Telecommunications Services
Media Case study
Market Egypt
Agency J. Walter Thompson Cairo
Executive Creative Director Rich Wakefield
Creative Director Luciana El Gebely
Copywriter May El-Naggar, Omar Elmoutaz
Producer Khaled Zaki
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: VODAFONE
Date of First Appearance: Jan 1 2011
Entry URL: www.kowetna.com
Chief Creative Officer: Ramsey Naja (JWT)
Executive Creative Director: Rich Wakefield (JWT)
Creative Director: Luciana El-Gebely (JWT)
S. Art Director: Asmaa Yehia (JWT)
Copywriter: May El-Naggar (JWT)
Copywriter: Omar ElMoutaz (JWT)
Creative Planner: Shady Abdellatif (JWT)
Creative Planner: Hatem ElKashef (JWT)
Production Head: Reem Meghahed (JWT)
Producer: Khaled Zaki (JWT)
Account Director: Mahmoud Hassan (JWT)
S. Account Manager: Heba Abdelmonsef (JWT)
Account Executive: Ibrahim Sherif (JWT)
Media placement: TV Campaign - 1spot - Local & Satellite Channels - 31 December 2010
Media placement: Digital- Website (Documentaries) - Social Media & You Tube - 9 January 2011
Media placement: Outdoor - All Around Cairo And Governorates - 31 December 2010
Media placement: Print - Local Newspapers - 31 December 2010
Media placement: Retail - All Vodafone Stores - 31 December 2010
Media placement: Internal Comms - Vodafone Premises - 31 December 2010

Describe the campaign/entry
Egypt has been going through changes. People have been powerless for 30 years, and the majority was fed up from corruption and a fake state of democracy. The objective was to create a fully-fledged campaign to be the official launch of Vodafone’s 1 year old Brand Identity; "Power to you." It aimed to clarify what "Power to you" really means to people and to Vodafone.
Vodafone had just attained the title of the number one telecom company in Egypt in terms of consumer base but instead of communicating that, we decided to attribute this win to the people and their powers which had made us number one.
Thus, the campaign carried one simple message: "Our power is not in us becoming number one; our power is in each and everyone."

Describe how the campaign/entry was launched across each channel in the order of implementation
One day before the official launch, Vodafone announced to its employees the news of becoming number one by rebranding the walls of their premises with the campaign message, visuals of the TV copy, and confidence boosting messages.
The TVC, press, and outdoor all launched in the same day carrying the same message; "Our power is not in us becoming number one; our power is in the power of each and everyone". They invited people to visit the campaign's webpage www.kowetna.com (or "our power") for an extended explanation of "Power to you" and to continue the experience. When the consumers first visit the webpage, they experience the extended TVC with further explanations of this campaign’s objective "Find the power in you." They also got the chance to experience several documentaries about real peoples’ stories using in the lives of some of the TVC characters and how they use their power daily.

Give some idea of how successful this campaign/entry was with both client and consumer
Egyptians were inspired by the communication. After only three days, we had over 100 thousand hits on our website and over 500 thousand fans on facebook. Three weeks later, the Egyptian revolution started and while we take no credit for it, we believe that the campaign and its message were eye opening for most Egyptians.
It's not something numbers can count, but many related to the communication and described feeling empowered by it creating user generated videos mixing the sound of the ad and images of the revolution.