Mobinil: It Belongs Online

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Campaign details

Brand: MobinilBrand owner: Orange TelecomLead agency: FP7/CAI, Part of McCann WorldgroupCountry: EgyptIndustries: Telephone & internet servicesMedia channels: Online display, Outdoor, out-of-home, Print - general, Social media, TelevisionBudget: Up to 500k

Executive summary

Telecommunications is the fastest-paced industry in the world, and the market in Egypt is no different. Competition is fierce and expectations are high. Innovation in this sector becomes old overnight. So how does Egyptian brand Mobinil catch up with its global competitors, when targeting the most demanding clientele ever, youth? By owning a human truth...

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