Thanks for nothing, Vodafone: Egyptians vent anger on Twitter - Africa - World - The Independent

Thanks for nothing, Vodafone: Egyptians vent anger on Twitter

When Vodafone executives unveiled their latest Egyptian ad campaign, it should have been a cause for celebration.

The Muslim holy month of Ramadan is a goldmine for advertisers, with families glued to endless TV soap operas as they fast throughout the day.

But not for the first time since Egypt's 25 January uprising, the global telecoms giant seems to have put its foot in it. The campaign has faced a vicious backlash, with many Egyptians taking to the internet in a bid to vent their fury.

The so-called "Thank you" campaign, which was launched across television and the internet in time for the August month of Ramadan, included a gimmick whereby Egyptians were encouraged to send thank you messages to friends and relatives on Twitter, using the hashtag #vodafoneshokran – "thank you Vodafone".

It must have seemed like a great idea on the drawing board. But with many people still angry about Vodafone's conduct during the revolution – when along with other mobile phone companies, it agreed to shut down networks on the orders of the president – some Egyptians have hijacked the campaign, tweeting sneering messages poking fun at the company under the pretext of thanking it.

One message, from a user called @stweeted, said: "Thanks for cutting off communications during the revolution, I was dead worried about my family and friends." Another, from @laScheherazade, said: "Thanks for claiming you inspired the revolution when in fact you caused the death of martyrs by cutting off communication."

The backlash is doubly embarrassing for Vodafone as it follows a similar wave of outrage in June, when Egyptians took umbrageat at an advert created by the company's marketing agency, JWT, which appeared to take credit for the revolution. Egyptian blogger Ramy Raoof said people were still angry with Vodafone because of the way it was perceived to have exploited the revolution. "We all know that if they wanted to support the people they wouldn't have shut off the phones," he said, adding that the company's actions had endangered protesters' lives.

Clive Woodger, a British marketing expert who has worked in the Middle East, said Vodafone had been "naive". He said: "You like to think these companies are global, cool and incredibly sophisticated, but sometimes they're not as clever as they think."

A spokeswoman for Vodafone Egypt said the backlash against the company was "not an issue of our popularity". She emphasised that during the uprising it "had no option but to comply" with the Egyptian government.

Suggested Topics
News
John Travolta is a qualified airline captain and employed the pilot with his company, Alto
people'That was the lowest I’d ever felt'
Life and Style
healthIt isn’t greasy. It doesn’t smell. And moreover, it costs nothing
News
peopleThe report and photo dedicated to the actress’s decolletage has, unsurprisingly, provoked anger
Property
Home body: Badger stays safe indoors
property
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
News
The programme sees four specialists creating what they believe are three perfect couples, based on scientific matchmaking. The couples will not meet until they walk down the aisle together
tvUK wedding show jilted
Arts and Entertainment
US pop diva Jennifer Lopez sang “Happy Birthday” to Gurbanguly Berdimuhamedow, president of Turkmenistan
musicCorporate gigs become key source of musicians' income
Arts and Entertainment
You've been framed: Henri Matisse's colourful cut-outs at Tate Modern
artWhat makes a smash-hit art show
Arts and Entertainment
While many films were released, few managed to match the success of James Bond blockbuster 'Skyfall'
filmsDaniel Craig believed to be donning skis as 007 for first time
Sport
Mikel Arteta pictured during Borussia Dortmund vs Arsenal
champions league
Voices
Yes supporters gather outside the Usher Hall, which is hosting a Night for Scotland in Edinburgh
voicesBen Judah: Is there a third option for England and Scotland that keeps everyone happy?
Arts and Entertainment
Pulp-fiction lover: Jarvis Cocker
booksJarvis Cocker on Richard Brautigan
Arts and Entertainment
Robin Thicke and Pharell Williams in the video of the song, which has been accused of justifying rape
music...and he had 'almost no part' in writing it
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Senior QA Engineer - Agile, SCRUM

£35000 - £50000 per annum + benefits: Ashdown Group: Senior QA Engineer (Agil...

Marketing Executive - West Midlands - £28,000

£26000 - £28000 per annum: Ashdown Group: Digital Marketing Executive (SEO, PP...

Retail Business Analyst

£40000 - £50000 Per Annum: Clearwater People Solutions Ltd: Our retail client ...

Senior C++ Developer

£400 - £450 Per Annum possibly more for the right candidate: Clearwater People...

Day In a Page

Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week