Vodafone Ramadan to you
/ J. Walter Thompson Cairo
During Ramadan, the month of giving, we decided to blast the competition by giving back to the people in a non-traditional way, earning their trust and admiration in the process. Being cost-effective and efficient were the targets that we managed to achieve through a fresh perspective on brand content and a new angle of tacking brand-user interactivity. Vodafone did this through developing a game show featuring a comic trio to host a different contest every day. The contests were designed to select random winning numbers. Possible winners were those whose phone numbers included the randomly selected five numbers in any order, all they had to do was send an SMS to the code designed for the show. Each episode ended with a live segment, awarding the previous day’s winner with their 100,000 prize, to enhance the show’s credibility, and accordingly reinforce brand trust. The contests were based on cultural insights, with a twist. Celebrity guests and special appearances were made to increase viewership & enhance entertainment, while social media was ﬁlled with behind the scenes bloopers and day to day blogging from the hosts themselves, pushing people to watch the show. Consequently, Vodafone ended up winning the Ramadan telecom battle by its sheer originality, witty content and financial intelligence.