2013 Winners & Shortlists

The Campaign

In Egypt, all TV channels follow strict cenorship. After the revolution, with islamist in power, Big network TV channels have grown even more careful of content aired than they used to be. Most ads with strong sexual insinuations and or visuals are widely disapproved on TV, online however, Egypt is still enjoying censorship free content. The ministry of health too had problems launching a product in this category with its brand n

Results

Sad, but true. Sex is a taboo topic in the middle east, especially for our low income target. Despite that, sex has a universally agreed importance. A man whose wife doesn't respect, is very likely to be anything but a lion in the bedroom. We used women's perspective to entice men to become the lions they once were. We developed 2 TV ads and an song videoclip that was posted online. We wanted to be relevant to our low income target, and therefore used a musical band that is known to sing real life music, and had no problem with with singing a song about a taboo topic ; sex. The band composed and sang the lyrics we developed about our product . The song is a real life story abut sexual dysfunction, that our product cures. The song tells details and situations mentioned in the TV ads that were launched a week earlier. The song is explicit in meaning, given our target is all males. The visuals of the videoclip were drawn by an illustrator, and were edited " amateurishly" to add a sense of credibility to the song using in-video text animation and personal blog url promotion during the clip, which is very popular amongst Egyptian Youtube uploaders. We didn't want to impose on our target, given the sensitive and personal nature of the product, so we uploaded the song a month after the TV launch and let the song viral itself online. We shared the song in many popular blogs specialised for this new genre ; "Mahraganat Music".

Due to the nature of our product ( Sexual enhancer ), we were unable to explicitly promote our product on TV. Away from the censorship of TV channels, we developed a song revolving around sexual dysfunction and uploaded it online, and let it self-share online. The first video was uploaded by an anonymous user and was shared in Blogs and pages of local muisi fans. The widest segment of which are males from our target audience. Oka and Ortega, are the newest trend in local music. Like Rap music "Mahraganat" is realistic, street and widely criticised by upper social classes

The song was uploaded 34,600 times on the web, as per Google Video Results. The song video received over 4,5 million views on Youtube alone in 30 days. It was re-uploaded over 200 times by different users on Youtube. The search of the exact song name returns over 59,000 Results in google search. Many remakes were made of the clip with compilations of Egyptian movies with sexual content. The song has become the number 1 & 2 Top track on Youtube Egypt and still is by the time this application is submitted and can be heard everywhere .Many of the song lyrics are now being used in slang language on the streets, and sales of the product has doubled and exceeded the generous target by over 10 %.