We communicated with pilgrims during their most-receptive moments. We briefed them face to face and answered their questions instantly. How? We branded the Hajj stores, we briefed the store owners and got their endorsement. They told pilgrims about Vodafone’s advantageous offers . We were present in all Hajj seminars. Pilgrims came across our team around the shopping districts and during the seminars. They listened to our offer, received the special brochures emphasizing simple steps needed to get Vodafone tariffs. Vodafone, being a “foreign” brand, found the opportunity to explain its simple benefits to this traditional and highly unreceptive audience.

We doubled the number of Vodafone roamers in Saudi Arabia vs. the same period year ago.

The total duration of roaming in Saudi Arabia increased 3,5 times vs. year ago.

We covered 15% of all Turkish pilgrims via 10,000 one-on-one contacts.

We created countless indirect contacts via flyers distributed by specialised shops. Shop owners' endorsement created huge WoM.

We spent only 7,200 Euros which is equal to the cost of a single prime time TV spot; or a single half-page insertion in national Newspaper.