Brands have to come up with a meaningful concept, and execute it in a way that is relevant to its audience. This is what differentiate a valuable brand than any other, because at times when all brands are bombarding the audience with the same message, this is the only surefire way to stand out.
Brands who entertain, add value and create meaningful concepts to its target audience are the ones that win their attention, respect and recall.
Vodafone Egypt unified brand theme:
Research proves messages are more effective when repeated. The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service.
Vodafone Egypt created a marketing strategy that makes the most of the brand strengths and matches to the needs of the customers you want to target.
Does your business have a visible positive strategy? Who wouldn’t like to be no.1?
Everybody wants to win and everyone wants to be number one, this is the main concept on which Vodafone marketing strategy hammers. It started when Vodafone Egypt activated #1 is back campaign to announce reacquiring Al Ahly sponsorship.
Back in April 2016, Vodafone exchanged the roles and gave Al Ahly players a chance to sing back to the fans. The famous Ahly fans song lyrics was flipped to suite the idea and allow the players to show gratitude the the fans continuous support. Vodafone Egypt advert gave the loyal fans the credit to be (#1).
Vodafone Egypt message to the No1 mothers:
21st of March is Mother’s Day in the MENA region. So on Twitter the hashtag (say something to your mother) #كلمه_لست_الحبايب is trending with 34.9K tweets and in 24 hours the hashtag (Mother’s Day) #عيد_الأم has 2.8 million impressions on Twitter.
Once again, for Mothers 2017, To stand out, Vodafone Egypt created a different story that is connected to the core of (#1 Theme). In Vodafone recent Advert, the ad story is meant to deliver a powerful message way more effective than just a “thank you mom”.
Vodafone is not just positioning itself as number one brand in telecom sector in Egypt, but also dominated the (#1 Theme) and become able to give the credit of being number one to Al Ahly fans and Egyptian moms.
Vodafone Egypt has honestly described the superpower of every mother. The advert encompasses every maternal feeling. The song alone expresses how a mother can do absolutely anything for her kids, no matter how hard or even tasks that boarders on the impossible, a mother will sacrifice anything and everything for her children.
The video switches the roles to deliver the unconditional maternal love, in a fun and light manner yet expressive, it illustrates that they would go to any length, without expecting any reward or anything in return.
The advert in 24 hours gained 36K likes, was shared 5K times and has 2 million views on Vodafone Egypt Facebook Page.
Saying “Thank you” is nice, but when you appreciate and understand everything you are thankful for, it’s more meaningful. This is what Vodafone did. Placing every mother No. 1 because there is no one more worthy of the first place than them.
Vodafone Egypt succeeded in creating a Mother’s Day card of sorts, where the sons and daughters can send to their mothers as a special message that says “we know and appreciate everything that you do for us”, which many actually shared with their mothers.
Vodafone Egypt showed us that emotional adverts don’t have to be melancholy, Mother’s Day adverts can be fun and still deliver a powerful, grateful message.
Strategy is The Key:
Organizations around the globe develop strategic and tactical plans. They carefully create a vision of their future and the communication strategies needed to get there.
Once you have created your marketing strategy, you must then decide which key communication messages and marketing activity or activities will ensure your target market know about the brand, and why your brand will meet their needs. Creating content must convey a unique value to the customers you want to reach.
Thomas Smith, in his book “Successful Advertising,” makes the following reflection on effective frequency:
The 3rd time, they are aware that it is there.
The 4th time, they have a fleeting sense that they’ve seen it before.
The 5th time, they actually read the ad.
The 6th time, they thumb their nose at it.
The 7th time, they get a little irritated with it.
The 8th time, they think, “Here’s that confounded ad again.”
The 9th time, they wonder if they’re missing out on something.
The 10th time, they ask their friends or neighbors if they’ve tried it.
The 11th time, they wonder how the company is paying for all these ads.
The 12th time, they start to think that it must be a good product.
The 13th time, they start to feel the product has value.
The 14th time, they start to feel like they’ve wanted a product like this for a long time.
The 15th time, they start to yearn for it because they can’t afford to buy it.
The 16th time, they accept the fact that they will buy it sometime in the future.
The 17th time, they make a commitment to buy the product.
The 18th time, they curse their poverty because they can’t buy this terrific product.
The 19th time, they count their money very carefully.
The 20th time prospects see the ad, they buy what it is offering.
Only a valuable brand creates a relevant concept and a message to present to its audience.