- Fawzi.com campaign
Etisalat Misr- the third mobile network operator located in Egypt- is launching its online campaign for a new shopping offers service. The online campain was supported by billboards around Cairo to invite crowd to visit the campaign website www.fawzi.com by the statmenet “Enter to FAWZI-COM and try to understrand what is happening”. The campaign is based on a series of YouTube videos that in the beginning is telling a story of 4 persons we have been arrested in Sharm-El-Shiek and are been interrogated for a number of incidents including the bombing of a gas line, as the video give hints, the 4 persons are connected with a person who is called Fawzi and as being promised in the end of the video, the total story will be told in the later episodes.
The video clip is done professionally with artistic direction and lively sound track that is making it enjoyable to see more than 1 time, but at the end, you do not get the point of Etisalat offerings only from watching. You can find out about Fawzi service from the website contents and links located on the homepage. At the end you realize that the story of the 4 persons and Mr. Fawzi is only a trick to attract more visitors to the website.
Who is Fawzi? if you visit this link you will find another YouTube clip that is trying to deliver a message that Fawzi is not only offers and discounts, it is a way for you to go out of your home and learn more.
Although the campaign is still running, it seems that the campaign creator has increased the complexity of the idea he is trying to deliver, which made it harder for audience to understand exactly what values are available for them. Regardless of the campaign, the number of offers is not impressive with the absence of global brands offers, the impression would be Fawzi is only a start-up service that is running under Etisalat brand, supported by a huge campaign which is managed by Etisalat.