Campaign details
Brand: Etisalat HekayaBrand owner: EtisalatEntrant company: FP7 McCann, CairoMarket: EgyptSector: Telephone & internet servicesMedia channels: Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 1 - 3 million
Executive summary
In a cluttered category, Etisalat's hybrid tariff Hekaya successfully stood out by proving to understand what truly mattered to Egypt's young professionals, and by launching a new exclusive feature that finally enabled them to partially renew their monthly telecom fees instead of paying them all at once.
The news was big, and so was the campaign; where...