2014 Winners & Shortlists

DR. ATEF RASMY PRESCRIPTION

Silver
BrandDUBIZZLE
Product/ServiceCLASSIFIEDS WEBSITE
EntrantDUBIZZLE Dubai, UNITED ARAB EMIRATES
CategoryBest Use or Integration of Digital or Social Media
Entrant Company DUBIZZLE Dubai, UNITED ARAB EMIRATES
Contributing Company 2 DUBIZZLE Dubai, UNITED ARAB EMIRATES
Contributing Company DUBIZZLE Dubai, UNITED ARAB EMIRATES

The Campaign

Branded entertainment is maybe a 'growing' category from an advertising perspective, but products and entertainment have held a long tradition of collaboration in Egypt. The jewel of the Arab entertainment hub, Egypt promises to lead the way in engaging content creation. With a rapidly increasing internet penetration and ludicrously high levels of facebook engagement – online and social driven content represent a massive opportunity for businesses, brands and creativity. Regulation is limited, outside of cultural and political sensativities.

Results

Dubizzle is a classifieds website that strives to enrich people’s lives by providing it’s users with an opportunity to rid themselves of items that they consider to be ’unwanted’ but may very well be ’wanted’ to another. So we asked ourselves, how do we convey the significance of making the decision to sell an item? We knew that however we chose to illustrate this concept it had to be engaging and leave our users with something to talk about, something to share with their friends and have some fun doing it. This drove us to developing a facebook game but we still felt that this wasn’t enough, our users needed an extra element to capture their attention and that’s when we decided to craft a character that does just that. Dr.Atef Rasmy, a psychiatrist who specializes in online psychology played by Egyptian celebrity Hicham Ismail. Dr. Atef would invite users to his clinic and present them with different situations where they have to make a decision between selling their friends or selling an item on dubizzle. Once they’ve answered all the questions in the game, users recieved a perscription on their facebook page posted as a video from the celebrity letting them know they made the right decision by selling on dubizzle or the wrong one- by selling out their friends. We didn’t stop there, we made sure your facebook friends got a message if you chose to sell’em out and if you didn’t they got a message letting them know you’re a decent friend. In order to drive people to the game we created 8 teasers released over 8 weeks to generate buzz.

Paid, earned and owned with the key component of relevant, engaging content centred around a well-loved figure at the heart. A great game is good, but if nobody plays it, what's the point. Using a trusted comic celebrity, we produced eight videos that lived on Youtube. The sketch was the call to action, seeded and with plenty of optimised paid media. Over a million existing facebook fans were engaged with teasers, trailers and direct call to actions. The best bit though, every time somebody played the game it gave them, and their friends a personal piece of content, driving engagement.

Tens of thousands of egyptians received prescriptions from Dr. Atef, some users made the right decision and sold their items on dubizzle while others made the wrong decision but everybody had some fun doing it and we were able above all else to get people to feel good about selling their second hand items on dubizzle.

Credits

Name Company Role
Amr Elkouedy Flaming Head Concept/Creative Director/Art Director/Project Manager
Mohamed Mamdouh Flaming Head Director/Creative Director/Art Director/Copywriter/Editor
Molly Almasri Flaming Head Creative Director/Art Director/Copywriter
Omnia Elafifi Flaming Head Creative Director/Art Director/Copywriter/Animater
Muhammad Nabeel Flaming Head Creative Producer/Editor
Mohamed Alazzeh Flaming Head Media Manager
Amr Elmaghraby Producer
Tabssoft Solutions Additional company
Pasant Abdelmoneim Flaming Head Media Advertising
Mustafa Othman Flaming Head Media Planning
Enas Sharaf dubizzle Egypt Social Media
Tarek Reda Flaming Head Project Manager
Irina Katchan CRM
Hassan Bale Flaming Head Social Media
Alex Hutley Flaming Head Head of Agency
Pilar Rashad Flaming Head Co-writer