Etisalat Hekaya: The rise of the code

A campaign by Estiliat, a network provider in Egypt, increased appeal by connecting with the curiosity of TV viewers.

Campaign details

Brand: Etisalat HekayaBrand owner: EtisalatEntrant company: FP7 McCann, CairoMarket: EgyptSector: Telephone & internet servicesMedia channels: Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 1 - 3 million

Executive summary

In a cluttered category, Etisalat's hybrid tariff Hekaya successfully stood out by proving to understand what truly mattered to Egypt's young professionals, and by launching a new exclusive feature that finally enabled them to partially renew their monthly telecom fees instead of paying them all at once.

The news was big, and so was the campaign; where...

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