About Vodafone and Orange
Vodafone Egypt entered the Egyptian telecom market in 1988 as a second operator. It was a consortium between Vodafone international, international partners and Air Touch. On the other hand, Orange Egypt which is the first network operator in Egypt was found in 1998. Orange helps in providing Egyptians with voice and data exchange services. The company has 348 operators and operates in 135 countries.
Mission and Vision of the two companies
The mission of Vodafone is to connect and empower people and communities while accelerating Egyptian development. The company’s vision is to become a communication leader in an increasingly connected world. The mission of orange is to concentrate the ever-changing customer practices. They want truthful and useful simple solutions. Customers want flawless connectivity, responses that are personalized in nature and value for their money. Therefore, the company concentrates on always being in touch and connecting what is essential in the life of its customers. The company’s vision is to transform the daily lives of Egyptians. It seeks not only being positive to everyone but also adapting essentials and aspirations of everyone. The company believes that this is the only way out to bring revolution.
Objectives of the two companies
Vodafone seeks to demonstrate an ethical, responsible and honest behavior. The commitment of the company is to always act responsibly in its activities to maintain trust in its customers and employees. The objectives of Orange Egypt, on the other hand, is cover subscribers both in the country and abroad with a high level of respect. The company also aims at covering importation exportation activities that are related to its objectives.
Advertisement objectives of the two companies
Vodafone has two objectives. First is to ensure customers encounter the first feeling of joy that is unique. Secondly, to add the feeling of Ramadan coming. For the case of Orange, the objective is to strengthen the relationship between neighbors to bring them closer like old times.
Product or Brand advertising
Vodafone uses two advertisements on this part. The objective of these is to create brand awareness. On the other hand, orange uses product advertisement. The aim of the product adds value to its products with time.
Society and Advertising
Vodafone carries this type of advertisement to influence its customers. They do this to make customers happy. Vodafone also considers ethical issues by talking about first happiness in Ramadan. Ramadan happiness is considered as different from all other types of happiness as is together all Muslims. On laws and regulations, Vodafone has not shown anything wrong, but it represented all the Egyptians who gathered in Ramadan. These people were very happy according to the advert. Therefore, the aim of the advert was to show happiness in Ramadan people.
For the case of Orange, the advertisement aimed at influencing consumers. It aimed at making people love their neighbors even if they have bad habits. It also aimed at bringing about ethical issues. The advertisement showed that human differentiation from different perspectives. It taught that human beings need to be patient in hard times. The advertisement aimed at showing not to clap and that being annoyed with one’s neighbors will not make one comfortable. On laws and regulations, the advertisement showed that all Muslims always believe in respecting one’s neighbor. One should take care of his or her neighbor irrespective of how far they are. This showed the importance of culture in living a peaceful life.
Advertisement designs and Theoretical Framework
For Vodafone, the advertisement aimed at delivering various types of appeals: music and emotions sought to bring peace, love, happiness, and friendship. Music and singing were heard in the advertisement. The Islamic religion is based on peace. Ramadan, on the other hand, is a holly month for the Muslim community. Therefore, Vodafone used music in their ads to showcase how people appreciate the month and use it in spreading happiness. Personal values like a comfortable life, mature love and happiness are shown in the theoretical framework. Vodafone decided to do this ad to convince people that Ramadan is different and that it is the happiest month ever and that people still fell the joy like before.
Various types of appeal like music and emotions have been used in Orange’s advertisement. Music has been used in the advertisement to reach people’s hearts and shown both love and peace between them. Personal values like freedom, happiness, and excitement have been shown in the theoretical framework. The advertisement aims at showing how people want to live a happy life while ignoring the bad habits of others. That person should live excitement and fun kind of life rather than being negative.
References
Economics: Advertising and Marketing: Egypt. (n.d.). Encyclopedia of Women & Islamic Cultures. doi:10.1163/1872-5309_ewic_ewiccom_0225a
Harlow, H. (2011). Vodafone Egypt (A): the investment decision. Emerald Emerging Markets Case Studies, 1(1), 1-14. doi:10.1108/20450621111110456
Schnitzler, B. (2012). HIJACKED IMAGES: ANCIENT EGYPT IN FRENCH COMMERCIAL ADVERTISING. Consuming Ancient Egypt, 165-174. doi:10.4324/9781843147619-12