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 Misr Brand owner: Etisalat Misr Agency: FP7 McCann Cairo Market: Egypt Industries: Telephone & internet services Media channels: Online video, Social media Budget: Up to 500k

Executive summary

Although perceived as the most youth It 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 general population of youth agreed upon.

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