Objectives:
The main objectives of the takeover can be summarized into:
Campaign Execution: It was launched on Wednesday 5th of May 2007 at 5:00 PM for 36 Hours. Mobinil E-Brand team chose a simple yet catchy layout clearly conveying its image as being the leading mobile operator in Egypt covering more than 99% of the whole country.
Different banners on MSN Arabia portal were linked to Mobinil’s homepage and a number of relevant internal pages to its various online advertising needs.
Results:
Take over generated a total of 366,936 Page Views its 36 hours duration. The total number of unique visitors from Egypt only was equal to = High CTR (Click Through Rate) = 1.95% which exceeded the Egyptian online industry standard 0.50% - 1.00%
Feedback:
The tremendous success of the Take Over was one of the main factors encouraging Mobinil to increase its annual online advertising spending by 40%. Moreover they signed for new 2 take over MSN Arabia portal to be launched in 2007-2008.
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