Etisalat Egypt: The rise of the code

Egyptian telco services provider Etisalat crafted a code-based campaign to boost take-up of its new hybrid tariff in a cluttered category.

Campaign details

Brand: Etisalat EgyptBrand owner: EtisalatAgency: FP7 McCann CairoMarket: EgyptIndustries: Telephone & internet servicesMedia channels: Outdoor, out-of-home, Social media, Television

Executive summary

In a cluttered category, telecommunications...