2013 Winners & Shortlists

The Campaign

Branded entertainment in the MENA region is still in its infancy. While there are clients and networks that have embraced this form of communication, there are still several networks which area wary of how the communication is perceived. With the prevalence of state run networks across the region, the ability to create content is limited. It is more accepted with private and paid channels. The ability for networks & talent to craft carefully created programs to appear as though they are not a paid endorsement of the product is the key to balanced success. This narrow window of accepted branded content is navigated by only a few agencies with specialized divisions.

Results

Chevrolet is perceived as an older brand with strong heritage in big cars and large trucks. Accordingly, its new small-size car “Sonic” was facing issues to appeal to young customers who want to purchase their first car. We needed a concept that speaks directly to the youth’s desire for modernization. A concept that builds Sonic image as a bridge between Chevrolet’s heritage and young customers’ aspiration for change. Sonic launch also happened in a period when the Arab society was experiencing its most significant socio-political changes for years. Arab youth were revolting against old regimes and norms. However, their desire for change is also coupled with respect for their cultural heritage. It’s a generation wedged between deep emotional connection with traditions and desire for modernization and individualization. For Sonic launch, Chevrolet sponsored the very popular music talent show “Arab Idol”. The contestants in the show were considered a new generation of artists who will revolutionize the music scene. Leveraging on the insight, we gave the show’s audience the opportunity to vote for their favorite Arab classic song and remix its music to become a modern hit ! We developed an online “Sonic” mixing tool on the Arab Idol platform where the elements of the original classic song where placed and the audience can use it to remix the song into their own version. We developed the audience-remixed song into a new contemporary music video that became a massive hit in the region. The 3-minute music video called story featured the “Sonic” car taking the now-famous Arab Idol finalists on a journey around the new urban areas of Beirut.

Music is type of content that naturally appeals to all segments of the population in every country, across all age groups. Every generation has its own style of music and idols. Specific to the Arab region, music is becoming a platform that has the ability to bridge the gap between generations. Young Arabs are still very interested in classic songs as they’re reminiscent of romantic and simpler times. However, these songs are not modern enough to be celebrated in public. To bring the old into the modern world, we have witnessed a trend of young artists who are achieving success by remixing oldies to create more appeal among youth.

The finalists performed Sonic song live during Arab Idol final stages attracting one of the highest ratings ever at 56% of the total audience. The branded integration generated 162% ROI , delivering a media value worth of $3.7 million. (Source : RepuCom, IPSOS TV Ratings) The video and “making of” scenes were aired on the number one Arab TV station MBC. It was also posted on MBC YouTube channel attracting 2.4 million views. The video generated massive level of engagement on social media, resulting in 13,500 likes on Facebook, 4800 comments, and 4500 shares. (Youtube Statistics & Facebook Insights) The classical song was given a new life by today’s Arab youth. The new created song called "Chevrolet Sonic Batwaness Beek" became a sensation reaching number 1 in 2 regional radio charts for over 1 month.