2013 Winners & Shortlists

The Campaign

A song that unites Egypt's diverse cultural and musical traditions using local underground talents. The song shows the strength in the diversity of Egyptians and aims to unite people voices.

Success of the Campaign

After the song was released, it reached more than 8 million views on Youtube, and renewed the people's love for the brand, igniting some to switch telecom operators. Television shows were praising how the song shows the essence of Egypt. As for the business aspect, there were 1.5 million ringtones and call tones of the song downloaded. Initially the whole song wasn't aired, but rather several cutdowns were released; in response to the demand from people to hear the whole song, different channels offered to air the song for free, equating to $680,000 of air time.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We first launched on TV on the 1st of August and after posting the video on Youtube, it simultaneously spread on Facebook. We then put up outdoors and produced print material for magazines and flyers. We then launched the radio ad.