In an overly saturated data market, and Vodafone's recently expired product, Vodafone needed to provide a data tarrif that was relevant to its fast paced consumer. Teens were hopping from platform to platform and lacked any loyalty to a certain brand/platform. So in order to regain the consumer’s trust, and provide them with a product they would actively use, Vodafone needed to think ahead. Not just ahead of the consumer, but the internet itself.
Egg Crack Challenge- Binge Until You Drop
In order to regain the consumer’s trust, and provide them with a product they would actively use, Vodafone needed to think ahead. To be relevant, it wasn’t a matter of just being ahead of the consumer, but the internet itself. To do so, Vodafone introduced a first of its kind mobile data platform, Vodafone Plus, which included customized bundles for social media usage. To introduce such an unordinary product, Vodafone needed an extraordinary entrance, through the fastest growing social platform, and most untapped territory for brands, TikTok.
Vodafone was the first brand to introduce and advertise a Tiktok bundle, with the help of one of Egypt’s top content creators, Tameem Younnes. Instead of hijacking a trend, Vodafone created it, through an original piece of content on Tameem’s Tik Tok page. Shortly after said content was released, it was approaching the #1 trend, and as it was, the brand jumped in, with an ad that replicated the exact same piece of content with a creative twist, highlighting the consumer binge behavior affecting the content itself.
The hashtag #EggCrackChallenge subsequently became the trendiest hashtag on TikTok, and impacted the mobile data market as a whole. At the end, everyone was still questioning and wondering how and when Vodafone were able to hijack a piece of trending content in such a short time, but the brand had succeeded in getting through to its most volatile consumer, and created a lasting impact in the market to this day, while increasing its market share significantly.