Brand | ORANGE |
Product/Service | GHANEELY MUSIC APP |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Creative Effectiveness |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Media Placement
|
UM MENA Giza, EGYPT
|
Production
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
Brief Explanation
Back In the day, when local brand Mobinil was the 1st telecom operator in Egypt, they had a ringtone service called Ghaneely that allowed subscribers to choose different ringtones. But when global brand Orange took over, Ghaneely needed a complete new relaunch, not as a ringtone service, but as a brand new music app, one that would not only bring in new business from a younger target, but one that would also benefit the overall brand image. This campaign shows how the new Ghaneely helped reposition Orange as a young, progressive brand instead of an old, tarnished one.
By producing a music-less music video, Orange’s Ghaneely gave youth full control of its campaign. Choreographed to a specific beat per minute, the video allowed audiences to choose the quirkiest, coolest, funnest songs out there and match it perfectly to the dance moves, creating their own, unique versions of the campaign. All of a sudden, the campaign wasn’t about your basic consumer engagement, it was about providing our target with content they could OWN! Content they created. Content that would allow them to flex their creativity, their individuality.
Managing to turn the mediocre app into an online trending challenge, Orange’s Ghaneely campaign relied solely on the youth’s willingness to make it come to life!
Credits
Ahmed Hafez Younis |
FP7/CAI |
Executive Creative Director |
Rami El Kerdani |
FP7/CAI |
Creative Director |
Moemen El Siwi |
FP7/CAI |
Art Director |
Rana Khairy |
FP7/CAI |
Senior Copywriter |
Sondos Effat |
FP7/CAI |
Group Account Director |
Raghda El Maghrabi |
FP7/CAI |
Account Director |
Ramy Raafat |
FP7/CAI |
Account Supervisor |
Hatem El Rashidi |
FP7/CAI |
Account Supervisor |
Hanaa Baghdadi |
FP7/CAI |
Digital Unit Director |
Umar Achraf |
FP7/CAI |
Digital Manager |
Yahia Hashem |
FP7/CAI |
Digital Project Supervisor |
Naila Fattouh |
FP7/CAI |
Head of Strategic Planning |
Mostafa Hashish |
FP7/CAI |
Planning Manager |
Heba Radwan |
FP7/CAI |
Head of Film Production Department |
Inas Nagy |
FP7/CAI |
Producer |
Moayad El Shenawy |
FP7/CAI |
Producer |
Tameem Youness |
Lighthouse |
Director |
Mihai Marius |
Lighthouse |
DOP |
Wael Alaa |
Byrdkill |
Composer |
Fadi Fahim |
Lighthouse |
Executive Producer |
Karim Mira |
Lizard |
Colorist |
Ahmed Asem |
Aroma |
Editor |
Hosny Ali |
The Garage |
Sound Design |
Links
Video URL