2016 Winners & Shortlists

The Campaign

In a country like Egypt and others, with the majority living in under-privileged areas it becomes a challenge to find those who truly possess something special. TV was reserved for the elite and the presence of cameras in a big studio setting would intimidate the average Joe. Similarly, big format TV talent shows were daunting and costly for most Egyptians. It was because of this, Zee3 Mawhbtak was born. The idea was to build a platform that would give the people a voice A portable studio booth was developed. The booth, equipped with internal cameras was to tour around public areas ready to host the common man and woman. The booth gave our amateur performers a sense of security and privacy to really articulate their talent. Designed for the digital medium we would go and set up and open the doors to our visitors. The episodes would launch on Facebook and Youtube and was supported by Social Media and a full fledged website that accepted voting. Our talent show was 100% democratic. We became the biggest digital show in the Egyptian market & Middle East. With 2 seasons in 1 year, we covered: 20 cities and met over 400 talents. The comments, over 50,000 and counting, were some of the most positive we have ever seen. We were able to achieve over 30 million views for just 12 episodes in 6 months, shared over 60,000 times and over half a million likes from our fans. Our platform gained interest from the likes of Microsoft, Coca-Cola, Orange Telecoms, Unilever, Mondelez and more. We landed on something quite powerful. We had a hit digital show that really did give people a voice. It was a simple booth but it had a monumental effect on the people it visited.

Our platform/show became the biggest digital show in the Egyptian market & Middle East. With 2 seasons in 1 year, we covered: 20 cities, over two countries (Egypt/Lebanon) and met over 400 talents. The comments, over 50,000 and counting, were some of the most positive we have ever seen. We were able to achieve over 30 million views for just 12 episodes in 6 months, shared over 60,000 times and over half a million likes from our fans. We gained interest from 4 of the 5 fortune 500 companies, that sponsored us and joined us after seeing the viral success of the show, Microsoft, Coca-Cola, Orange Telecoms, Unilever,Trident, Cadbury and more. We worked closely with our sponsor brands integrating them as natively as possible and included them organically. We worked with Orange Telecom (Mobinil) to use our S01 10 finalists to sing their flagship brand song.That song was watched over 2 million times in three days. We worked with Coca-Cola Egypt to mirror their, then airing digital campaign 'Take an extra Second before you judge', using the platform's finalist winners. The series of videos were also viewed over 3 million time.