2016 Winners & Shortlists

I SAY ARABI

Short List
BrandDISH NETWORK
Product/ServiceCABLE PROVIDER
EntrantLEO BURNETT BEIRUT, LEBANON
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON
Media Agency KEPLER New York, USA
Production Company BLACK RHINO Beirut, LEBANON

Brief Explanation

We wanted to do more than change consumer perceptions and build brand affinity. We wanted to address the toughest modern cultural problem affecting our audience. Through research we identified a strong tension between first and second generation Arab-Americans, where parents (our core audience) often make many efforts to connect with their children over their Arab heritage while their children feel estranged and disconnected from a culture that they do not know well. In order to address the generational and cultural gap, we created a piece of entertainment through the important usage of the Arabic language and popular western hip-hop musical genre. This led us to create an Arabic rap battle, entitled ‘I SAY ARABI’ between an old cliché Arab father and his all American offspring. The music clip managed to reflect the dual identities of our audience making it a relevant piece of content for the different age groups.

The Campaign

DISH is an American based company in the U.S.A that provides satellite TV and carries over 50 of the most demanded Arabic channels. The brief was to change consumer perceptions and rebuild affinity with its Arabic client base. Our main audiences are first generation Arab-Americans who most of them are parents. They are integrated in the US yet still strongly hold on to their Arab identities, however they struggle to connect with their offspring over their heritage. Through the cultural entry point of Arabic language, we wrote an original ‘I SAY ARABI’ song and shot a hip-hop music video that depicts an Arabic rap battle between a father and his son. The clip online launch was an overnight success generating 4.3 M views and became a staple of ‘fouseyTUBE’ (a popular online Arab community) culture. Radio, press, social media content, POSM and digital branding amplified the ‘I SAY ARABI’ platform.

Creative Execution

We first launched the music video online, which went viral overnight even before we started any paid support. The content was quickly high jacked by the ‘fouseyTUBE’ community and shared on their different blogs, social pages, music sharing platforms and media outlets. To support the music video, we created radio scripts to broadcast the ‘I SAY ARABI’ message on American airwaves. We created ambient and POSM branding rolled out in several key cities that put in situation the same insight, which was branded the ‘Arabi Deal’. We developed a series of social media posts all revolving around what we believed would help strengthen DISH’s role in the Arab American community. All whilst highlighting the various value deals that DISH has to offer.

Our campaign went viral, reaching 4.3 M views, which is uncommon for an Arabic piece of content. Engagement on social media blew up; the ‘I SAY ARABI’ video gathered 56k likes, 14k comments and 64k shares. Initial social media KPIs were surpassed with a 72% and 461% fan increase on Facebook and YouTube respectively. Everyone was rushing to DISH’s website resulting in a 75% and 44% increase in Arabic landing page visitors and daily landing page visits respectively. Path to purchase results were as impressive with a 200% increase in average daily calls from Dish’s Arabic website and a 74% increase in daily searches for branded items. Most importantly, we exceeded client expectations with a 16% lift from projections on launch day for Arabic calls.

Credits

Name Company Role
Wissam Smayra Black Rhino Director
Nasser Chorbaji Artist Musician/Vocal
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Executive Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Peter Mouracadde Leo Burnett Beirut Head of Communication
Youmna El Asmar Leo Burnett Beirut Senior Strategic Planner
Rana Najjar Leo Burnett Beirut Creative Director
Marc Maftoum Leo Burnett Beirut Senior Art Director
Samer Makarem Leo Burnett Beirut Communication Supervisor
Farah Dagher Leo Burnett Beirut Jr. Communication Executive