Campaign details
Brand: Camon C9Brand owner: TECNO MobileLead agency: Impact BBDO CairoContributing agencies: Starcom Mediavest GroupCountry: EgyptIndustries: Mobile devicesMedia channels: Social media, TelevisionBudget: 1 - 3 million
Executive summary
This is the quintessential underdog story.
For all big brands in Egypt, Ramadan – our media equivalent of the Super Bowl – is a battle of celebrities, musicals, CGI and big budgets. Media prices skyrocket as brands go all out to stand out.
So when Tecno, a lower-tier Chinese mobile brand with under 1% market share, decided to...