In a country where the mass segment suffers from low-income, devaluation and high costs, behavior constantly changes. Providers altered their strategies, competing on a ladder of value to beat the duality war.

Our objective was simple; how can we take four steps up the mass ladder, rather than compete with the current scene? Our challenge was harder; reach them all without television. Having the innovation helped; a double scratch paneled pre-paid card that required users to win to be able to top-up. Forever. But how do we win on a business front, without the main tool used to reach them? We needed a concept that stretched itself, and what better than a relevant catchy song that brings people to you. All we needed do is to be everywhere. Literally.

Starring our brand-born celebrity, the Genie, and accompanied by celebrities Oka, Ortega and Shiba, swag was our name. Released in music-video form, the song was shot across various places relevant to the mass segment’s daily lives; fish market, streets, local-juice bar. Hitting all social media platforms, the tune and dance were instantly supported by a full on digital campaign, using celebrity expressive icons to respond to consumers on the Vodafone page, supported by GIF and video material that showcased how we made it rain.

On the same day, a traditional and LED-based outdoor campaign, followed by on-ground activations, took over every city and governorate; in every bus-stop, rides were on Vodafone, in every farm market, groceries were on Vodafone. In every wedding, our song and celebrities were the entertainment. At every point-of-sale and every sidewalk an entertainment truck was there, bringing our campaign and making it rain at every doorstep.