Innovation at JWT creates new currency in Egypt giving big value to small change
Beirut, Lebanon (18 June 2013) — JWT Cairo picked up a Gold Lion in the Outdoor category at this year’s Cannes Lions Festival of Creativity, for their Vodafone "Fakka" campaign. Regarded as the world’s premier showcase for excellence in the marketing communications industry, the Festival’s award recognizes JWT Cairo’s ground-breaking work which significantly expanded the brand’s footprint in Egypt and created a new currency for the country. The award also marks the first time a Gold Cannes Lion has ever been awarded to an agency in Egypt.
For "Fakka" JWT reinvented the way mobile phone recharge cards are positioned, by creating micro-recharge cards, which could be used as ‘small change’. In Arabic, fakka means small change, which is a particular problem in Egypt – there is simply not enough small change in circulation. Retailers and shopkeepers regularly have to offer customers items of nominal value being stocked next to the cash register instead of the correct amount of small change – chewing gum, sweets, a headache tablet. The Fakka cards by comparison were specifically designed to fit inside the cash register, and were released in 4 denominations ranging from 50 piastres to 3 Egyptian pounds (equivalent US$ 0.1– 0.5). Retailers and shopkeepers are now able to hand back change in the form of valuable airtime with the Vodafone Fakka card.
Commenting on the win, Vatche Keverian JWT MENA CEO said "This is an historic moment, wining the first Gold Lion for Egypt is a real testament of JWT’s Worldmade philosophy, giving a global brand a truly local insight. I am immensely proud of our Vodafone client and the team in JWT Cairo. The remarkably low tech innovation addressed a real consumer need, that of limited daily cash outlay. By designing and launching the cards as an alternative currency for Egypt, they opened up 46,000 new distribution outlets for Vodafone across the country, but are ultimately driving change in the way our industry thinks about, and implements, the concept of value exchange."
Ramsey Naja, Chief Creative Officer of JWT MEA said "This is the reward for succeeding in making small, big. What started life as a normal project gathered momentum thanks to great client-agency interaction. That interaction grew Fakka to monumental proportions and has made it what it is: a small little item that created huge impact. As a result, it got recognized. I am so proud of our Cairo office. They keep innovating, not only in their output, but in the way they do their stuff. This Lion is their reward for both."
JWT Cairo’s Fakka campaign has also won a Silver Lion in the Festival for Promo & Activation. Previous international awards for Vodafone Fakka include a Gold Medal at New York Festivals®
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge - from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know how of its practices. For more information, please visit us www.jwt.com/mea and follow us @jwtmea.