2015 Winners & Shortlists

The Campaign

Branded content grabs the attentions of most Egyptians recently. People look for any opportunity to run away from political talk shows. Egyptians recently look for any opprtunity to be optimistic and have high hopes. Mobinil as a brand is known for years for being the brand of Egyptians and all their corporate communications evolve around the welfare of Egypt and Egyptians.

Results

Mobinil song last Ramadan was an opprtunity to capitalize on the need of unity among Egyptians. mobinil positioning is evolving around togetherness and the need to be always united. This song came as opportunity to elevate the mood of Egyptians which is affected negatively by the downfalls of the revolution and the political war taking place in the country. Mobinil song was shot near Tahrir square where it was extremely difficult to shoot the song. We have managed this year to convince many TV stations to air the song for free. We have used the voice of famous singers to sing the song without their appreance in the actual video. the obective was to grab attention very quickly from their fan base. The lyrics of the song was created with the objective to stay together and to encourage Egyptians to open up and get to know each other and try to look for the good things in people's personality instead of prejuding people or judge people by their looks or appearance.

The audience were drawn to the song by airing shorter versions of it as an ad spot during Ramadan in different TV stations. The whole purpose of the TVCs was to create high viewership during Ramadan, followed by the full song being aired for free in different Radio and TV stations

The campaign was very successful in grabbing people's attention. Viewership on youtube has reached 2.5 millions views and generated free airing spots with a value that worth more than 13 million Egyptian Pounds.