Vodafone: Power To Family [video]

Credits & Description:

Media: Case Film
Client: Vodafone
Product: Ramadan Brand & Mass Proposition
Agency: J. Walter Thompson Cairo, Egypt
Entrant: J. Walter Thompson Cairo, Egypt
Product/Service: Ramadan Brand & Mass Proposition
Idea Creation: J. Walter Thompson Cairo, Egypt
Media Placement: Mec Global Cairo, Egypt
Production: Asap Productions Cairo, Egypt
Additional Company: Vodafone Egypt Cairo, Egypt
Managing Director: Mai Azmy (J. Walter Thompson Cairo)
Executive Creative Director: Mohamed Hammady (J. Walter Thompson Cairo)
Director: Omar Hilal (Director)
Senior Planner: Amir Adib (J. Walter Thompson Cairo)
Business Director: Shahira Akel (J. Walter Thompson Cairo)
Account Manager: Hassan Elsada (J. Walter Thompson Cairo)
Senior Account Executive: Hisham Ghamrawy (J. Walter Thompson Cairo)
Associated Creative Director: Amr Hadad (J. Walter Thompson Cairo)
Junior Copywriter: Sabrina El Ghoneimi (J. Walter Thompson Cairo)
Head of Btl: Islam Serag (J. Walter Thompson Cairo)
Production Head: Reem Megahed (J. Walter Thompson)
Tv Producer: Shady Abdel Aziz (J. Walter Thompson Cairo)
Copywriter: Ahmed Waheed (J. Walter Thompson Cairo)
Senior Account Executive: Heba Hosny (J. Walter Thompson)
Brief Explanation:
Ramadan is ‘the’ cultural occasion in Egypt, with its main key value being about connectivity, but rather skewed towards the ‘physical’ aspect of it. It is mainly known for family gatherings, which has become a decreasing matter over the years due to the fast-paced changes and many happenings within the nature of the new generation’s lifestyle. As the brand that is all about, ‘empowering everybody to be confidently connected,’ we came up with the appropriate communication message, which was real and simple. “With Vodafone, we connect you with your family even if life drives you apart;” This translated the brand’s promise, “power to you,” to a relevant communication to both the consumer and occasion; “Power to family.”
The creative content of the campaign revolved around introducing the power of one’s self in their family, which was communicated through the screening of different celebrities that are related to one another in a family context; a mix of mothers, fathers, daughters, sons, husbands and wives. The concept was executed through a catchy song that was sung by all the celebrities, each talking or video-calling with their relevant family member using their cellular phones and expressing the current lack of or future need of keeping in touch. The brand role fit perfectly through its purpose of empowering everybody to be confidently connected, which was how we claimed to the consumers that due to the difficulties one faces of reaching their families, Vodafone will be able to connect you to them as well as help them stay connected to you.
The brand relevance was emphasized further through the creation of a first of its kind proposition driven by the communication platform, “The Family Recharge Card.” This innovative product portfolio enabled family members to be easily connected to one another with great value for money; 4 additional free recharges with every top-up to give to your family members.
Not only were the campaign’s objectives successfully met, but they exceeded benchmark results with record breaking numbers. From a commercial end, the campaign managed to exceed benchmark rate of engaged subscribes, increase activity rate of the promotional offer, decrease inactivity rate of dual-sim card users, and intensely increase reactivation rates of unused lines. From a marketing view, not only did we gain solid leadership on the overall Net Promotors Score and emotional attributes post the campaign, but we also increased the gap with the competition tremendously. Additionally, the campaign became the winning campaign of the month, surpassing all communication objectives including: increasing brand consideration through the Brand Management System, scoring strong performance on all aspects of the Campaign Health Tracker and exceeding previous online viewership records for the brand.
The campaign left an obvious mark on the telecom and advertising market; it showed that when a simple and real insight is used correctly from a creative perspective, it can drive the brand to its ultimate commercial and communication success. Vodafone’s Power to family has managed to demonstrate that relevant innovation in communication is the driver behind effectiveness.