Vodafone: THE POWER OF EVERYONE

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.