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2	Why mass media? Simply because research proved that: 73% population watch TV 64% population listen to radio The penetration of Satellite channels is incredible and so it the internet Mobinil could not have made it without the impact of mass media
3	What are we offering the mass market? A product with No taste No smell and Not even style Yet, a product for keeps.
4	But we had a major obstacle to tackle Mobinil line was and is not a stand alone product Service activation relies on purchasing a handset An investment and a high investment!
5	Before we could reach out to the market We had to keep in mind 70M prospects In a market where landline remains absent from many homes!
6	To meet a challenge ahead Go beyond the little chip Aspire to a social status Change to lifestyle
7	To realize the brand promise we sought the magical world of mass media We created aspiration “No matter where you stand in society a mobile phone has grown to become vital” People loved what we offered People wanted to own it Our success: Created the need to own a mobile
8	We shared our vision : brand promise Back in 1998, Mobinil had a vision for all! A mobile in every hand المحمول فى يد الجميع
9	To achieve it; the equation was simple Egyptian
10	The change was imperative The Media impact was apparent… a change in behavior The “missed call theory” How many SMS did you receive last Eid? How many pictures do you store on your handset? How many e-mails have you replied to? Can you send voice SMS to a friend? Do you know how to transfer credit?
11	We segmented our subscriber base to serve our customers’ changing needs Mobinil ALO Troy Alohat Unlimited Validity Mobinil Star Star 1 Star 2 Mobinil Business Mission Impossible Roaming Value Added Services (VAS) Mobinil Life M Borsa 8000 Call Tone Etc…
12	The media delivered our brand promise We capitalized on mass media to create the emotional bond of loyalty and trust in the Mobinil brand. We created sub-brands that appeal to our target market. We delivered services that offer appeal and lifestyle through emphasis in communication on Being Egyptian and Reaching out from the heart
13	The impact of the media delivered our brand promise We always met our customer expectations.
14	Thank you
15	Mobinil owned media SMS Bill insert VRS Call me back Thermal receipt for payment Bill itself Mobinil shops/ Franchise and Shop-in-Shop
16	Touch points TV Press (newspapers and magazines) Radio Outdoor Screen Advertising/streets/ toll station/airplanes Internet Advertising (American Chamber, Facebook)
17	Untraditional Hypermarkets and malls Busses and bus stations (super jet) Cabs (outside) Clubs Cafes Cultural centers (Al Sawy)