Vodafone Egypt: How to make small seem big

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.

Vodafone Egypt: How to make small seem big

JWT Cairo

Summary: How to make small seem big Fakka from Vodafone Egypt

Egypt is a poor country where the telecom category is highly competitive and driven by price via promotions targeting prepaid users (90% of the population). Vodafone's challenge was to compete on value, not just price. Vodafone wanted to introduce Micro Credit Recharge cards (priced between 7.5 and 45 cents.)

Had we looked at such cards as cheaper versions of prepaid cards, then inevitably we would be inviting more price-led marketing and communication. Our discovery: it is common practice for...

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