Vodafone Outdoor, Ambient, DM, Case study VODAFONE FAKKA by J. Walter Thompson Cairo, OMD Cairo

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VODAFONE FAKKA

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Industry Telecommunications Services, Mobile Communications
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Direct marketing, Case study
Market Egypt
Agency J. Walter Thompson Cairo
Agency OMD Cairo
Released December 2012

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Small Scale Special Solutions Gold
Promo and Activation Lions Use of Promo & Activation; Best Use of Shopper Marketing in a Promotional Campaign Silver

Credits & Description

Client VODAFONE EGYPT
Product MICRO RECHARGE CARDS
Entrant JWT CAIRO, EGYPT
Media: DM
Category: Electronics & Technology
Title: VODAFONE FAKKA
Product/Service: MICRO RECHARGE CARDS
Entrant Company : JWT CAIRO, EGYPT
Advertising Agency : JWT CAIRO, EGYPT
Media Agency : OMD Cairo, EGYPT
Name Company Position
Ramy El Kerdany JWT Senior Art Director
Baher Raouf JWT Senior Art Director
Youssef Gadallah JWT Associate Creative Director
Sameh George JWT Associate Creative Director
Khaled Zaki JWT Content Manager/Tv Producer
Hatem El Kashef JWT Planning Director
Shahira Akel JWT Business Associate Director
Nihal Nashed JWT Account Manager
Clotilde Malauzat JWT Account Executive
Mariam Abu Ouf Director
Ramsey Naja Chief Creative Officer
Results and Effectiveness:
Becasue of intensity of communication and POS material, Fakka revenues exceeded client's original target by 510%, it has increased average revenue per Voda user by 7%, there has been a steady 10% increase in distribution of Fakka across the country and is still on the rise
Creative Execution:
Taking the new innovation idea forward, it was vital to hammer on the consumer insight that change does not buy anything anymore; it has become a wasted currency. The TV campaign established the understanding that “now you have a substitute for wasted change.” Then it was important to reach the consumer, going to the areas where they lose their change. the Tv had to be informtive and to the point explaining tom people what those new cards are Other than the TV, POS material and outdoors worked on educating the consumer on what “Fakka” is, because it is a new innovation in the market. Number of display boxes produced & distributed 33,000 across the country. We went to all the small shops, pharmacies, kiosks, creating special displays to be visible to the consumer, POS material were also distributed in all outlits where “Fakka” is found.
Insights, Strategy and the Idea:
The idea came from the insight that petty “change” usually goes to waste. The idea leverages the usual practice found in retail stores (groceries, kiosks, haberdasheries, pharmacies) in Egypt, where cashiers who are usually short on change, give it in the form of small products such as chewing gum, aspirin etc. Even customer who get their change back, it is usually in the form of coins that feel trivial and do not feel of any significant value. From there we transformed the micro cards in to “Fakka” - a useful alternative to ‘change’ that is usually wasted. Our promise was that Vodafone makes it easier for you to talk and be connected anytime. Change is now useful and will keep you connected at all times don't let it go. Our support was flexibility, lenience. And our target audience was, the striving youth, the progressive youth, struggling workers and young conformists