THE POWER OF EVERYONE by J. Walter Thompson Cairo for Vodafone

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THE POWER OF EVERYONE

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Industry Telecommunications Services
Media Promo & PR, 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: Best Localised Campaign
Advertiser: VODAFONE
Product/Service: TELECOMMUNICATIONS
Agency: JWT CAIRO
Date of First Appearance: Jan 1 2011
Entrant Company: JWT CAIRO, EGYPT
Chief Creative Officer: Ramsey Naja (JWT)
Executive Creative Director: Rich Wakefield (JWT)
Creative Director: Luciana El-Gebely (JWT)
Senior 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)
Senior 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

Insights, Strategy & the Idea
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, instead of communicating that we decided to attribute such 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.”

Creative Execution
We created a film portraying the powers of real people from different communities around Egypt. For each character, we created a documentary talking about their lives and how their power is part of who they are.
The film was aired on TV, which in Egypt is the most efficient media. The documentaries were placed online on the web page kowetna.com (ourpower.com), which was communicated through social media. Press and outdoors in key locations and also retail in all Vodafone's shops in Egypt.

Results and Effectiveness
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 took place and yet 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.