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 Egypt Brand owner: Etisalat Agency: FP7 McCann Cairo Market: Egypt Industries: Telephone & internet services Media channels: Outdoor, out-of-home, Social media, Television

Executive summary

In a cluttered category, telecommunications services provider Etisalat's hybrid tariff, Hekaya, successfully stood out by proving that it understood what truly mattered to Egypt's young professionals, and by launching a new exclusive feature

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