Challenge

Easily communicate the new Vodafone Play platform to Egyptian gamers and gain their trust to up their game.

Inspiration

The Egyptian youth community lacked a trustworthy and inclusive platform to enjoy gaming.

Idea

With Vodafone Play, gamers own the game, with the potential to outperform their normal game experience! We focused our insight by utilizing Cairokee – a band loved by young Egyptians – in order to highlight the platform offerings in a relatable way to consumers.

Growth

The campaign achieved tremendous success due to its likability and simplicity and the ability of Vodafone to speak the language of its gaming consumer base, whose needs were met by the platform and communicated through a song understood by all consumers. This lead to an increase of daily platform visits by 100% and daily store purchases by 450%.

VF PLAY BORN TO BEAT THE GAME 3 MIN

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