Etisalat Misr: Hekaya – Family Talk.

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

Campaign details

Brand: Etisalat MisrBrand owner: Etisalat MisrAgency: FP7 McCann CairoMarket: EgyptIndustries: Telephone & internet servicesMedia channels: Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Telecoms had segmented the Egyptian market in a pretty straightforward manner: at one end of the spectrum lay the pre-paid segment catering to the price-sensitive offer hunters, and at the other end lay the post-paid segment targeting the more affluent, and showering them with benefits.

As opposed to the clear-cut segmentation and psychographics of both ends, in the void between...

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