| Dubai Lynx 2014 | ||
|---|---|---|
| Integrated | - | Bronze |
Client VODAFONE
Product PREPAID 1 HOUR PROMO
Entrant JWT CAIRO, EGYPT
Type of Entry: Integrated
Title: FOOTBALL MAGDY ABDELGHANY HISTORICAL GOAL
Product/Service: PREPAID 1 HOUR PROMO
Entrant Company : JWT CAIRO, EGYPT
Advertising Agency : JWT CAIRO, EGYPT
Mohamed Hammady JWT Cairo Creative Director
Tameem Youness JWT Cairo Creative Director
Ahmed Wahid JWT Cairo Art Director
Malek Sharif JWT Cairo Art Director
Amir Adib JWT Cairo Account Manager
Baher Eid JWT Cairo Account Executive
Describe the campaign/entry:
23 years ago, Magdy Abdul-Gany scored Egypt's only goal in World Cup history from a penalty kick. It was during the last 10 minutes of a historic game against Holland in the first round of Italia 90'. Magdy Abdul-Ghany kept harassing Egyptian football fans since then up to the latest qualifications, so Vodafone decided to take a chance on him and try putting an end to that by supporting the Egyptian National team to reach the world cup for the first time in 23 years. Vodafone Egypt decided to further capitalize on this occasion and create awareness on its sponsorship of Egypt football during peak football time, and top it up with a free hour promo utilizing the football star's unconventional approach.
Give some idea of how successful this campaign/entry was with both client and consumer:
The campaign worked as initially planned & designed: - On a communication front (consumer perspective): more than 1 million views in less than one week & awareness about the brand's football sponsorship & promotion was achieved - Client's business results (brand's perspective): business targets were achieved and brand KPIs were enhanced dramatically
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The campaign launched as an online copy utilizing social media hype around Magdy Abdul-Ghany at the time, followed by TV & OOH a day later. Online was utilized as a medium for viral spread, while TV & OOH focused more on the promo