There are no restrictions on Branded Entertainment in Egypt.
Results
The agency was presented with a corporate campaign that further builds on Mobinil's position, "Always Together". This came at a time in Egypt where people where fragmented, each adhering to different political groups and ideologies. As each person sought their own agenda they were losing sight of what they share in common, the people needed to be united.
Mobinil being Egypt's first telecommunications operator, has a long history and credibility with it's audience. The brand's sole purpose has always been to enrich people's lives and now it had to bring the people together.
We wanted to remind Egyptians of what they share in common, and to show them that Egypt's backbone is the strength it derives from its diversity. We invited underground artists from all over Egypt and we made a song that combines and reflects each state's different people, environment, musical style and dialect.
The song reached more than 8 million views on Youtube, renewing the people's love for the brand, igniting some to switch telecom operators. It was played at weddings, parties and graduation ceremonies. Some people even made up their own version of the song.
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.
After the song was released, it took only a couple of days for the song to become a cultural phenomenon, it reached more than 8 million views on Youtube, and renewed the people's love for the brand, igniting some to switch telecom operators. People were singing it on the streets, and television shows were praising how the song shows the essence of Egypt, it was even played at weddings, parties and graduation ceremonies. Some people even made up their own version of the song. Political figures coined the song a national hit and believed that whoever wrote that song should draft the country's constitution.
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.