In mid March Vodafone Egypt expanded its activation around athlete ambassador Mohamed Salah with an inventive initiative based around a new ‘Mo Salah World Tariff’ that offered customers signing up to the new package 11 free minutes each time the Liverpool striker scores.
Which, based on the fact that the Egyptian attacker has scored a league leading 29 goals so far in the Premiership, could cost the brand a pretty penny.
Currently, according ot its own website, Vodafone Egypt has 43m registered users and with the average cost per call at around 25p, each goal Salah scores could cost the company as much as £100m in revenue.
The campaign is promoted through an integrated tariff campaign led by a set of videos featuring the Liverpool and Egyptian attacker.
The campaign launched with a spearhead spot on 20 March.
The former Chelsea and Roma star’s goals will count towards the tariff offer until the end of this season’s Premiership campaign.
To benefit from this goals bonus, customers simply need to sign up to the tariff plan called ‘Mo Salah World’.
The tariff offer promotional work follows hot-on-the-heels of Vodafone Egypt’s first major marketing campaign starring Salah – a brand campaign that rolled out earlier in March.
This integrated initiative was spearheaded by a powerful and emotional hero spot (shot in London) that ran on both the brand’s and the club’s digital and social platforms.
The creative approach reflects Vodafone’s new brand strategy which encourages optimism, trust and hope.
Comment:
We like the power of this first brand film: the ad’s slow paced music dovetails neatly with the emotion and the narration as the story arcs builds into a strong message, while the script focuses on Salah’s powerful stance and status in the country.
The timing of the campaign seems like an optimum moment for the brand to activate the ambassador alliance – as the English season draws towards a climax, with Liverpool also still in the UEFA Champions League and a World Cup just two months away.
Indeed, as the World Cup draws ever nearer, Vodafone is increasing its usage of athlete ambassador Salah in its marketing mix.
Salah helped fire the Egyptian nation side to Russia 2018 – the first time the team has been to the FIFA showpiece since 1990.
It was back in December 2017 that Vodafone penned a personal partnership with Liverpool fan favourite ‘King Salah. and announced it on the telecoms brand’s Facebook page.
Salah also recently appeared in a fun and highly shareable school kid stunt spot for Liverpool and its new the Official Baby Gear Partner Joie Baby (see case study).
It’s just hard to believe that Chelsea cast the Egyptian winger aside so quickly.
Links:
Vodafone Egypt
https://twitter.com/vodafoneegypt
https://www.facebook.com/Vodafone.Egypt/
https://www.youtube.com/user/vodafoneegypt
Liverpoool FC
https://www.youtube.com/user/LiverpoolFC
https://www.facebook.com/LiverpoolFC
https://www.instagram.com/liverpoolfc/
https://dugout.com/boxsets/boxsets-liverpoolfc
