Campaign details
Brand: Etisalat MisrBrand owner: Etisalat MisrAgency: FP7 McCann CairoMarket: EgyptIndustries: Telephone & internet servicesMedia channels: Online video, Social media, TelevisionBudget: 500k - 1 million
Executive summary
Despite telco provider Etisalat's strong performance in Egypt and recent bold claim of being 'the most powerful network in Egypt', it was a challenge for it to take 'power' away from Vodafone, the more established telecom operator that claimed 'power' first, supported by its being a global brand that Egyptians linked to more credibility by default.
Etisalat decided to...