Egypt has been going through changes. People have been powerless for 30 years, and the majority was fed up from corruption and a fake state of democracy. The objective was to create a fully-fledged campaign to be the official launch of Vodafone’s 1 year old Brand Identity; "Power to you." It aimed to clarify what "Power to you" really means to people and to Vodafone.

Vodafone had just attained the title of the number one telecom company in Egypt in terms of consumer base but instead of communicating that, we decided to attribute this win to the people and their powers which had made us number one.

Thus, the campaign carried one simple message: "Our power is not in us becoming number one; our power is in each and everyone."

We created a film portraying the powers of real people from different communities around Egypt. For each character, we created a documentary talking about their lives and how their power is part of who they are.The film was aired on TV, which in Egypt is the most efficient media. The documentaries were placed online on the web page kowetna.com (ourpower.com), which was communicated through social media. Press and outdoors in key locations and also retail in all Vodafone's shops in Egypt.

Egyptians were inspired by the communication. After only three days, we had over 100 thousand hits on our website and over 500 thousand fans on facebook. Three weeks later, the Egyptian revolution started and yet we take no credit for it, we believe that the campaign and its message were eye opening for most Egyptians. It's not something numbers can count, but many related to the communication and described feeling empowered by it creating user generated videos mixing the sound of the ad and images of the revolution.