Campaign details
Brand: Etisalat MisrBrand owner: Etisalat MisrAgency: FP7 McCann CairoMarket: EgyptIndustries: Telephone & internet servicesMedia channels: Online video, Social media, TelevisionBudget: Up to 500k
Executive summary
Telecoms had segmented the Egyptian market in a pretty straightforward manner: at one end of the spectrum lay the pre-paid segment catering to the price-sensitive offer hunters, and at the other end lay the post-paid segment targeting the more affluent, and showering them with benefits.
As opposed to the clear-cut segmentation and psychographics of both ends, in the void between...