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

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