The brief asked us to build a bridge between Egyptians, building on last year’s successful “Always together” campaign. The objective was to remind Egyptians of the bonds that bind them and that what brings us together is bigger and more precious than the things that tear us apart.
The objective was to remind Egyptians of the bonds that bind them and that what brings us together is bigger and more precious than the things that tear us apart.
People started reacting immediately to the campaign. The song hit number one in local music charts with over three million views on youtube in only a couple of months (source: Youtube website). The song also generated free airing equivalent to 800,000 dollars (source: UM media) , and call tone downloads reached two million encouraged business purchase intention by 98% (source: Mobinil).
The song was also praised by many political and social figures. Many TV channels used it as a main subject in their talk shows, and most importantly, the song, lyrics and music reminded media and political figures on both sides of the spectrum that Egypt is bigger than their differences. We should be ALWAYS TOGETHER.
We assembled a group of young singers with different musical backgrounds. Great talent and warm voices were our priorities. We wanted voices that would touch the Egyptian heart. We prudently crafted the musical and had it performed in an underground music spirit, one that is highly applauded among the mass. Knowing that Egypt has a diversified taste of music.
Egyptians welcomed 2013 with rage, protests and deep political divisions, and Egypt has been through a phase of political, social and economic desperation.
What Mobinil, the leading local telecommunication operator in Egypt, had in mind over the past few years, was to persistently incite unity and solidarity of the Egyptian people and that was our strategy.