2. Creative execution The campaign used politically neutral 'Ramadan' celebrities, and a youthful band to communicate VFE’s message of gratefulness to the Egyptian people by combining all elements of the Egyptian Revolution: Nelly, Christians, Samir Ghanem (the respected older generation), and Salalem band (the youth).•3 TVCs were aired on top rated Ramadan programs•Online banners were posted on the most visited news websites •2 Radio copies were aired on top radio stations•A strong OOH campaign •A print campaign was launched supporting the promotion and the program•OMD got VFE 25 minute’s daily live TV program for free under the name of 'Shukran' through which VFE offered financial prizes for everyday role models selected and voted for by the community.

•VFE was the 2nd ranked TOM brand within the market and 1st in telecoms achieving 80% TOM recall•'Shukran' was a common word used during Ramadan in addition to that Facebook pages were created under the title. (Free PR)•With regards to VFE KPIs, the Campaign had a positive impact with an upward trend for VF on almost all the BBBs (being: overall performance, dynamism, uniqueness, Emotion) •VFE Facebook page increased with an average of 7,000 daily likes throughout the campaign •19.5m engaged with the 'Dedicate an hour' promotion•Shukran TV program receive around 6,000 cases on daily basis