RamaScoops: Tecno Mobile King of Ramadan Ad Campaigns

Every year, there is that one campaign that stands out and becomes an icon for future ad fanatic generations. From “Bibo far2a3 Gigi” in the early 2000s, to Melody Tunes’s (ol Ingelesh, ol za tayem) in 2007, to Maxibon’s “Abooya” and Mobinil’s Dayman Ma3 Ba3d Song in 2012.

This year, it is beyond a doubt that Tecno Mobile is the winning campaign:

After a rather disappointing season this Ramadan with barely any good TVCs, from Hany Ramzy’s thighs to Moussa Coast and more, Techno Mobile have come to us like a knight in shinning armor with a fresh new concept in eight different copies that are all equally hilarious.

It is becoming inevitable that mobile is the most important device in our lives, it is the one device that does not stay more than 10 meters away from you at any given time. You wouldn’t go back home if you forgot your wallet but you’ll definitely go back for your mobile…. need I say more?

With more than 120% penetration on mobile phones in Egypt, it’s about time to elevate smartphone penetration, currently sitting at a mere 15-20%.

Not the whole world can afford an iPhone 5S or a Samsung G5, so someone had to step in with a more convenient option, a more affordable and thus attainable option. Welcome Techno Mobile to the market.

From a campaign point of view, the ads are great, with excellent creative input from BBDO Cairo and great interpretation and cinematography from award-winning director (and ex-creative director) Ali Ali.

The situations are real, everyday hiccups that you find yourself in where only a smartphone can help.

Speaking of real situations, we actually beat you to a donkey selfie a couple of months ago on a business trip to upper Egypt 😉

From another point of view, the campaign seems to be getting a lot of heat for a number of reasons:

1. A lot of people look at the campaign as something from an elitist standpoint that looks down at doormen, mechanics, makwageyya, etc. Well, the fact of the matter is, if you’re already of that class, you’ll probably just find it funny because these are situations that you’ve across in your day-to-day life. Haters will always be haters, but the sentiment seems to be gaining popularity.

2. The device sells itself as the “Smartphone for Everyone”. I don’t think “everyone” can particularly afford a phone that is 2300-2800 LE. Come to think of it, the caliber we saw in the ad would barely be making this amount of money a month, let alone spare it on a smart phone for their leisure. So I’m not sure if the disconnect here came from the client’s brief (which didn’t highlight the price) or the agency that took their humor way too far to actually admit the fact that they’re going off brief.

3. Either way, being so humorous about a certain chunk of society while giving them a phone they can’t afford will definitely loop back to point #1, that you’re actually making fun of them.

4. Also, one piece of advice to Techno Mobile social media handlers, make your dialogue on Facebook in Arabic, immediately. Some people are already not too happy with the ad but are asking for the phone anyway, at least reply back in the language they prefer. Don’t talk from your ivory tower up in the sky, they won’t like it and they’ll lash you for it… soon!

WE SAID THIS: Great ad, loved the scripts and the humor. I just hope it sells well with such a hefty price tag. Thank you, BBDO and Ali Ali.