Vodafone Egypt / مصر / 2013العروض الترويجية · التجزئة والمتسوّقون · الأفلام

⁨Fakka⁩.

⁨Vodafone Egypt sold tiny recharge cards that shopkeepers could hand out instead of small change.⁩

العلامة التجارية: Vodafone Egypt
الوكالة: JWT Cairo
السوق: مصر
المنطقة: الشرق الأوسط وشمال أفريقيا
السنة: 2013

التحدي

⁨Egypt's prepaid mobile market was driven by price, and Vodafone wanted to compete on value instead.⁩

الفكرة

⁨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.⁩

النتائج

⁨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.⁩

مصدر دراسة الحالة: WARC المصدر ↖