Staring Fifi Abdo and following the British talent show television format “Got Talent”, Vodafone Egypt announced its latest mega campaign “Recharge and Vote – اشحن وصوت”. The campaign idea based on crowd-sourcing the voting process to give the power to Vodafone Egypt customers to choose one card to become the winner!
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A game changer idea where Vodafone Egypt selected three participants to represent three new cards. The mini genies come back to Vodafone advertising game and joins as the juries.
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The new luck card represented by Abdel Basset Hamouda, the companionship card represented by Mohamed Mohie and the generosity card is being represented by Hamada Helal.
Watch the campaign first copy here and let us know what do you think:
Celebrity Endorsements Vs. Campaign Objectives:
Vodafone positioning its brand as the leader in Egypt’s highly developed telecom sector and might get negative wave of criticism for choosing Fifi Abdou but whether you like her or not, you have got to admit that Fifi Abdou has succeeded in the past few years of becoming a sensational public figure, with 1.7 million Instagram follower.
What is the target audience perception of the featured advert celebrities?
Celebrity endorsements have potential disadvantages when applied based on market insights. The featured celebrities that appeal to Vodafone Egypt targeted community might spark the kind of results the campaigns are looking for that meant to influence customers to vote for one of the three new cards but does it reflect Vodafone’s brand image!
“Recharge and Vote” campaign comes few weeks after featuring Mostafa Amar to activate Vodafone and Pepsi partnership. The celebrity selection leaves us wondering if Vodafone is saving the budget for a big hit to be launched after tow months during Ramadan 2017 commercials?
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