The holy month of Ramadan is a time for people to connect with each other to show solidarity, empathy, and care for others, and this is how Vodafone Egypt expertly reflected these values in its latest campaign "Ezwetna Malayeen".
The holy month of Ramadan is a time for people to connect with each other to show solidarity, empathy, and care for others, and this is how Vodafone Egypt expertly reflected these values in its latest campaign "Ezwetna Malayeen".
The one of a kind virtual TV commercial featured a group of the greatest celebrities shooting glimpses of their own lives while staying at home by special sanitized equipment provided by Vodafone itself. The celebrities include Mona Zaki, Amina Khalil, Amir Eid, Mohamed Henedy, Abdelrahman Abou Zahra and Ahmed Bahaa aka BOB from sharmoofers. The simplicity and creativity of the ad during these exceptional circumstances have fascinated the audience causing the viewership to skyrocket.
What enkindled the appeal of the ad even further is the surprising comeback of the amazing superstar Sherine after three years with her exclusive song about the commercial’s main key message "عزوتنا ملايين نقرب البعيد" which is played in the background while showing snippets of the celebrities’ stay at home moments connecting with their families and fans altogether. Moreover, Vodafone’s Number One figure in its advertising campaigns and the well-known global icon, Mohamed Salah makes a special appearance with his daughter Mekka highlighting how they spend their bonding moments together during the quarantine.
The campaign was tremendously successful in driving high viewership, engagement, and interactions amongst all candidates. The viewership of the Ad reached over 50M views over facebook, while the interactions scored more than 1M, along with 76K shares. Additionally, Vodafone’s dominance extended to Youtube, where the number one telecom operator ranked the highest trending telecommunications service provider on, Youtube with nearly 30M views.
This campaign comes in line with Vodafone’s campaign “Stay Home…Stay Connected”, as it stressed on the importance of practicing social distancing through letting celebrities take the lead in the direction and filming process from their own homes using a sanitized camera with simple two lights as a precautionary measure from Vodafone instead of going to a shooting location. This proves that Vodafone never ceases its efforts in connecting people while prioritizing their safety at the same time.
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