Brand | GLOBAL DIRECT TV/OSN |
Product/Service | OSN HD PLUS BOX |
Entrant | J. WALTER THOMPSON CAIRO Cairo, EGYPT |
Category | Commercial Public Services |
Entrant Company
|
J. WALTER THOMPSON CAIRO Cairo, EGYPT
|
Advertising Agency
|
J. WALTER THOMPSON CAIRO Cairo, EGYPT
|
Media Agency
|
STARCOM MEDIAVEST GROUP Cairo, EGYPT
|
Production Company
|
GOAT Cairo, EGYPT
|
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.
Credits
Omar Hilal |
N/A |
Director |
Hossam Fawzy |
Goat |
Producer |
Khaled Zaki |
JWT Cairo |
Agency Producer |
Abdelsalam Abdelsalam |
JWT Cairo |
Executive Creative Director |
Rami El Kerdani |
JWT Cairo |
Associate Creative Director |
Hatem Elawa |
JWT Cairo |
Copywriter |
Eslam Hossam |
JWT Cairo |
Copywriter |
Nihal Nashed |
JWT Cairo |
Account Manager |
Sally Ezzat |
JWT Cairo |
Account Manager |