Brand | SAMSUNG EGYPT |
Product/Service | SAMSUNG GALAXY S5 AND TAB S |
Entrant | STARCOM MEDIAVEST GROUP Cairo, EGYPT |
Category | Use of Screens & Audio in a Media Campaign |
Media Agency
|
STARCOM MEDIAVEST GROUP Cairo, EGYPT
|
Media Agency 3
|
TAYARAH MEDIA PRODUCTIONS Cairo, EGYPT
|
Entrant Company
|
STARCOM MEDIAVEST GROUP Cairo, EGYPT
|
Media Agency 2
|
STARCOM MEDIAVEST GROUP Cairo, EGYPT
|
Results and Effectiveness
Samsung helped change the world’s view of Egypt. National media was captivated, and broadcast our song across 5 top TV stations, 3 radio stations , and 3 news portals nationwide, as well as over 400,000 organic views on Youtube; coverage worth 1.2M EGP.
Our national airline Egypt Air, took the video live on all their airplane screens, and in doing so, distributed the Laffah song around the world.
Creative Execution
Egyptians are massively patriotic. Despite global media amplifying negative press, they still long for the world to see the Egypt that they are all proud of.
Egyptians naturally unite and are eager to contribute when it comes to the rebuild of their nation. We decided to invite all Egyptians to play their part in changing the world’s view of Egypt’s by using their Samsung smart phone and tab. Introducing “Laffah” or Samsung’s “spinning video selfie.” We created a music video in coordination with young Egyptian online producers and the ministry of tourism promoting individual “views” through the eyes of its people. The song showcased the collective stories of a safe and beautiful Egypt, by having Egyptians simply taking a spin by holding up their Samsung devices.
Insights, Strategy and the Idea
Samsung is one of the oldest mobile brands in Egypt. The brand has enjoyed very strong heritage by continuously communicating superior quality, international standards, and premium state of the art technology making them desired by all. Suddenly, a surge of cheaper Chinese brands, offering all of Samsung’s features at lower price points were introduced to the market. Their communication was simple, local, and loud thus allowing them to establish more relevance with consumers, while Samsung began being viewed foreign and distant.
We needed to remind our consumers that Samsung was a brand close to their hearts, a brand that understood them, a brand made for them and for the times they live in; a device that spun their “view.”
Credits
Sara Metwally |
Starcom Mediavest Group |
Head Of Starcom Egypt |
Mary Shawky |
Starcom Mediavest Group |
Associate Media Director |
Mohamed Sabaa |
Starcom Mediavest Group |
Media Manager |
Ahmed Ali |
Starcom Mediavest Group |
Media Executive |
Wael Eino |
Starcom Mediavest Group |
Senior Digital Planner |
Joubran Abdul Khalek |
Starcom Mediavest Group |
Associate Director/Digital |
Shereen Amayem |
Samsung Egypt |
Digital Media Specialist |
Sara Mosallam |
Samsung Egypt |
Brand Marketing Manager |