2015 Winners & Shortlists

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.”