Etisalat Misr: Demagh Tanya (Another Mind)

Telco brand Etisalat used an unorthodox online campaign to increase awareness of its new youth product and grow business in Egypt.

Campaign details

Brand: Etisalat MisrBrand owner: Etisalat MisrAgency: FP7 McCann CairoMarket: EgyptIndustries: Telephone & internet servicesMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Although perceived as the most youthful telco brand, Etisalat found itself unable to compete in the youth segment after various communication attempts.1It realised that telecoms wrongly classed youths as one market, assuming conformity within a widely diverse group. Telecoms accordingly believed that youths' needs could be met by their tariff plans, and thus forced on them whatever communication the...

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