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.
Creative Execution
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 styles and dialect.
Insights, Strategy and the Idea
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 were 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.