Etisalat Misr: Demagh Tanya (Another Mind)

Telco brand Etisalat used an unorthodox online campaign to increase awareness of its new youth product and grow business in Egypt.

Campaign details

Brand: Etisalat Misr Brand owner: Etisalat Misr Agency: FP7 McCann Cairo Market: Egypt Industries: Telephone & internet services Media channels: Online video, Social media Budget: Up to 500k

Executive summary

Although perceived as the most youthful telco brand, Etisalat found itself unable to compete in the youth segment after various communication attempts. It realised that telecoms wrongly classed youths as one market, assuming conformity within a widely diverse group. Telecoms accordingly believed that youths' needs could be met by their tariff plans, and thus forced on them whatever communication the general population of youth agreed upon.

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