Vodafone Egypt / Egypt / 2013Promo · Retail & Shopper · Film
Fakka.
Vodafone Egypt sold tiny recharge cards that shopkeepers could hand out instead of small change.
- Brand
- Vodafone Egypt
- Agency
- JWT Cairo
- Market
- Egypt
- Region
- MENA
- Year
- 2013
The challenge
Egypt's prepaid mobile market was driven by price, and Vodafone wanted to compete on value instead.
The idea
Shops in Egypt often give sweets or small items in place of coins. JWT Cairo positioned Vodafone's Micro Credit Recharge cards, priced at roughly 7.5 to 45 US cents, as that change and named them Fakka, Egyptian slang for small change. The cards went to 46,000 neighbourhood stores, and TV spots explained the idea in a light, instructive tone.
Results
- Campaign Middle East reported a '510 per cent increase on the client's target', as cited by a RAPP executive.
- Campaign Middle East reported that the gold Outdoor Lion was Egypt's first gold at Cannes.
Case study source: WARC Source ↗
Awards
- Cannes Lions 2016Creative Effectiveness LionsBronze
- Cannes Lions 2013Promo & Activation LionsSilver
- Cannes Lions 2013Outdoor LionsGold
Credits
- Creative agency
- JWT Cairo
