2015 Winners & Shortlists

Brief Explanation

Betaflim is a slang Egyptian term for creating fake drama to either exaggerate a situation or to get out of something, coming from the word "aflam" the Arabic term for movies (also they sound similar when spoken). And since OSN is the number one entertainment provider in the Middle East due to its access to exclusive content especially for "films" we could capitalize on this local insight to launch OSN's new show-box in Egypt. Previously OSN failed to reach the Egyptian consumer by never communicating to them; never a locally relevant campaign. And this was the first locally created campaign for OSN Egypt. The core objective of the campaign was to launch the new OSN HD plus box, which allows its users to control what they watch and when watch it. The concept revolves around the consumer insight of creating really bad excuses "betaflim " to watch the latest films when they air and marrying it to the OSN box's product benefit.