2014 Winners & Shortlists


EntrantUM Giza, EGYPT
Media Agency 2 UM Giza, EGYPT
Entrant Company UM Giza, EGYPT
Media Agency UM Giza, EGYPT

The Campaign

Mobinil’s objective in 2013 was to uplift the image of the brand across different segments of the Egyptians and reinforce its positioning as “The Egyptian operator”. MobiNil produced a 4 minute song emphasizing importance of the whole nation coming together, after all the political and social events since 2011. The song was launched in Ramadan 2013, different parts of the song were aired on TV and Radio with several durations. The full version was available online and was supported by a digital campaign. The song received massive positive WOM during Ramadan, spread virally. Objectives were to leverage on the success of the song & maximize awareness of the full song version across all Media. Insight: “Mobinil Song is the Modern Anthem for Egyptians and not just advertising”. Media Strategy was to Secure free airing across TV & Radio, have PR activities, Facilitate viral sharing And Air song on special events

Success of the Campaign

Song achieved 3.19M views , 75% of which were organic Achieved 19 million LE worth of free TV airing Brand image improved by 8 points Song had 12,474 shares and 14,800 Likes Song was ranked as 2nd Top watched ad in the MENA region in 2013

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

Free Airing of the full version song on TV across 10 channels across the day: worth 19 Million (rate card) Free Airing of the full version song on radio across top 4 stations across the day Massive Digital Campaign: total of 3.19M views Press Conference and coverage for the song Hosted the singers on top rated TV programs The song was sung by the final 5 contestants on the very popular show: Star Academy with MobiNil mention on Live show


Name Company Role
Shaheer Farag UM Cairo Deputy Gm
Ahmed Said UM Cairo Head Of Business Unit
Mohamed Osman UM Cairo Media Supervisor
Ahd Talaat UM Cairo Senior Media Executive
Yusra Badr UM Cairo Media Supervisor
Ahmed Ibrahim UM Cairo Buying Manager