Etisalat Egypt: The rise of the code

Egyptian telco services provider Etisalat crafted a code-based campaign to boost take-up of its new hybrid tariff in a cluttered category.

Campaign details

Brand: Etisalat EgyptBrand owner: EtisalatAgency: FP7 McCann CairoMarket: EgyptIndustries: Telephone & internet servicesMedia channels: Outdoor, out-of-home, Social media, Television

Executive summary

In a cluttered category, telecommunications services provider Etisalat's hybrid tariff, Hekaya, successfully stood out by proving that it understood 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, with Hekaya betting on Egyptians' curiosity,...

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