Etisalat Ramadan 2012 Campaign between Innovation and Imitation!

After the successful launch of Etisalat | Egypt Ramadan 2012 campaign which focused on encouraging the competitors customer’s to breakup with operator ( not a secret it was targeting Vodafone & Mobinil customers)  It was shocking to discover that the core concept was a copycat for Tele2 one of Europe’s leading telecom operators that Sweden !

Although the hired agency did a great work in creating a targeted message for the Egyptian customers focusing on sense of humor and we witnessed the campaign creating a buzz specially online . We noticed a new 12 uprising Facebook fan pages tittles “ماتقولش على نفسك كدا إنت جميل ” and allot of comics playing with Etisalat advert which spread so fast because it was really funny !

However, It seems the creative agency didn’t invest that much in creating a new concept and decided to copycat the previously created in 2010 concept “BREAK UP” to be the approach for Etisalat Ramadan campaign 2012 .

It seems that the agency just forget we are already in 2012 and we live in a small world where allot of information is accessible via Google !