Campaign details

Brand: Mobinil
Brand owner: Orange Telecom
Lead agency: FP7/CAI, Part of McCann Worldgroup
Country: Egypt
Industries: Telephone & internet services
Media channels: Online display, Outdoor, out-of-home, Print - general, Social media, Television
Budget: Up to 500k

Executive summary

Telecommunications is the fastest-paced industry in the world, and the market in Egypt is no different. Competition is fierce and expectations are high. Innovation in this sector becomes old overnight. So how does Egyptian brand Mobinil catch up with its global competitors, when targeting the most demanding clientele ever, youth? By owning a human truth about online behaviour and creating a series of comedic dramas to showcase the absurdity of our social media habits. In doing so, we managed to overachieve our sales target by 50%, ensuring Mobinil remains one of the top-considered telecoms brands among the youth audience.

Market background and cultural context