Challenge

Vodafone was losing brand love. It needed to maximize consumer-value through loyalty retention in an undifferentiated stagnant market.

Inspiration

Individuals tend to fail expressing gratitude towards positive actions carried by loved ones, especially when those actions become "expected" over-time.

Idea

"Here's to the Constants, Thank You" - Expressing gratitude during Ramadan, empowered by heightened sense of collectivism. Vodafone thanked it's customers through a multi-platform campaign and song on the life customers' spent on their network, inspiring a nation-wide gratitude movement, supported by a cross-consumer based Loyalty Program.

Growth

+3 points increase in Net Promoter Score & Customer Emotional Connection. 30% Increase in Ana Vodafone Application Users. 232% YOY Increase in engagement and 1.8M unique engagements across platforms expressing gratitude. Finally, a viewership with 400M over social media.

Vodafone Egypt A Tribute To Constants 3 MIN

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