As the teleco war continues in Egypt, Etisalat Misr released their Ramadan TVC, mocking Vodafone Egypt’s Ramadan family ad. Etisalat hired the famous genie, who was featured in vodafone’s prepaid campaign early this year. Etisalat Ad is sending multiple messages: Vodafone’s high budget ad; better things than just a nice song, a better offer for you and more.
That wasn’t expected from Etisalat after 3 years of average quality ads in Ramadan. People expected something different this year. The ad concept isn’t new as Etisalat introduced a similar one few years ago, in additional to mobinil this year.
Etisalat Quick Reaction & Smart Tactic
It is obvious that Etisalat thought & acted fast; in 3 days Etisalat has been able to think, prepare, and execute their counter attack TVC.
Etisalat didn’t upload the TVC on youtube or any other video platform, they let people upload and create the buzz.
Why Etisalat’s Idea Isn’t Perfect?
1- Criticizing competitors over high budget TVCs is not a good idea as brands tend to over spend in Ramadan; Etisalat does that too
2- People want to see positive ideas as opposed to negative ones
3- The genie was overused by mobinil & vodafone
4- Etisalat’s value offer is much less than that of Vodafone
Etisalat Mocks Vodafone TVC
Let us know what you think of this case. Will Etisalat release something else this Ramadan?