• Situation

Mother's Day is one of the biggest events most of the brands in the market would always want to have special campaigns for. Etisalat Egypt wanted to create a piece of content to be seeded online creating engagement with audience and goes viral. The challenge was mainly on how a Telecommunication brand can win such emotional event where other brands who address mothers with their products are already having several activities related to the event and tight down to their products offering.

• Brief

Create a piece of content celebrating mother's day in a very unique way to create engagement subtly with the Etisalat audience in such a very emotional event.

• Objectives

Own the hearts of the brand audience with a very sentimental, emotional message acknowledging how valuable all our mothers are.

Implementation

created a warming up session with the kids one day before shooting while art director prepared the set and the location On the shooting day we scheduled different shooting times for all the kids and their mothers.

• Timeline

2 weeks preparations, 1 shooting day (10 hours), 3 days for editing and coloring

• Placement

the video was posted on all Etisalat Misr Social media channels (Facebook, Youtube, Twitter & Instagram)

• Scale

The video achieved great results organically reaching out to 3M users within the first day/hours of launching it organically.