2014 Winners & Shortlists

WHERE TO?/3ALA FEIN?

BrandDUBIZZLE
Product/ServiceCLASSIFIEDS WEBSITE
EntrantFLAMINGHEAD @DUBIZZLE Dubai Media City, UNITED ARAB EMIRATES
Entrant Company FLAMINGHEAD @DUBIZZLE Dubai Media City, UNITED ARAB EMIRATES
Advertising Agency FLAMINGHEAD @DUBIZZLE Dubai Media City, UNITED ARAB EMIRATES

The Campaign

Challenge Get early-adopters of dubizzle to relate to it beyond something that’s just useful. Objective Build a deeper connection that makes early adopters fall in love with the brand. This in turn should go on to create positive word-of-mouth that a dubizzle lifestyle will lead to a richer and more fulfilled life. Strategy Utilise the Egyptian love for entertainment to reach their hearts, but challenge them by packaging it in an unfamiliar format. Not product placement, but entertainment in the product on a custom-built content-platform on dubizzle. Idea The 3ala Fein? web-series, where characters from the existing dubizzle TV spots came to life from parody caricatures of Egyptian culture to real people that anyone could relate to. The story of their struggles as they go about their daily lives, to find whatever they yearn. Love, excitement or simply a change.

Success of the Campaign

By not selling ‘selling’, but a vision of using whatever tools make sense to be able to live a richer and more fulfilled life, the 3ala Fein web-series reached a wide audience and generated positive anticipation with our fans on social. ·19 million impressions with 1.5 million video views across Youtube and social channels ·5,000 searches for 3ala Fein on Youtube ·80% positive sentiment on the storyline and quality of production across social channels ·Over 120,000 likes, 10,000 comments and 3,000 shares on social channels ·1.6 million visits to et7arrak portal and 3ala Fein pages ·10.5% increase in Net Promoter Score But more importantly this campaign helped us spread dubizzle’s brand message to “make a change” and portrayed dubizzle in the eyes of the Egyptian people as not just a classifieds site, but as a platform that can help make people’s lives more fulfilled.

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

We needed to make people believe that the content we were making was worth of their time. So we made a commitment to put the adverts for it along-side the most popular entertainment in Egypt. Billboards alongside TV network ads drove people directly to the series, and HD trailers ran full glory in the biggest cinemas in Cairo, alongside blockbuster movies. As the content ran online we launched a substantial display, search, social activity, as well as dedicated real estate and features on the main product website in the form of a fully functional content platform – the product placement was entertainment in the product, not products in the entertainment. Hosted on custom-built platform within dubizzle, the episodes were fed from Youtube to maximise social reach, and a competition that linked with a hefty facebook content plan ensured we hit viral tipping point.

Credits

Name Company Role
Mohammed Mamdouh Flaming Head Creative Producer/Writer/Director/Editor
Alex Hutley Flaming Head Head Of Flaming Head
Amr Elkouedy Flaming Head Creative Producer/Designer
Irina Katchan Flaming Head Social Media Manager
Molly Almasri Flaming Head Writer/Designer
Ashraf Hamdi Ashoub Movies Contributing Writer
Adel Ashoub Ashoub Movies Producer
Hafez Kilany Ashoub Movies Director Of Photography
Omnia Elafifi Flaming Head Creative Producer/Animation
Muhammad Nabeel Flaming Head Creative Producer
Pilar Rashad Flaming Head Account Manager
Mohammad Alazzeh Flaming Head Media Advertising