2016 Winners & Shortlists

The Campaign

The IN world, has a trait that characterizes if from the rest of the networks; it's strictly a youth only network. We intended to highlight that and consequently highlight all the perks that youth will enjoy under the IN umbrella. We kicked our launch campaign by formulating a collective band from the most prominent young bands and musical acts. The aim was to brief all these musicians about our concept, then have them sit all together and come up with a song, composed of all their different style that delivers our brand message. Thoroughly and captures the youthful spirit of the brand. Having created an identity for IN; we intended to further strengthen that identity and use our character and platform to introduce the benefits that IN has to offer. In the actual world, youth have always tried to fit in the adult world, but we played it the other way around, we created a world that adults really want to be included in. In the copies, we created flashbacks to the making of the song that emphasize that the song and the brand were always intended for youth, despite the attempts of older celebrities to try and get involved in the process.

Gathering five of Egypt's biggest underground bands was more than enough to assure success. Our brand was the first of its kind to be launched on social media, which was the first time ever to happen. Our target audience felt that IN was a new world created around them to fit their needs and wants. The song was an anthem for this generation, one sound couldn't sum it up, neither could one look, nor one style. Measuring IN Youth Platform among Youth shows that the campaign is meeting or exceeding norms on all KPI’s except Branding, New Info, Differentiation, and Appeal. The message of “new network for Youth” is clear and above norms. Looking at viewership, likes, and comments on social media gives insight to where the high recognition comes from. Only within 2months we've reached more than 4M viewership on social media and currently it's above 6M. Our overall outcome resulted in 6.5 million views 2.5 million Facebook Likes 50 thousand Facebook shares 7,500 thousand Instagram Followers 15,000 YouTube Subscribers It didn’t stop there. We then sent our bands on tour around the country, where they played concerts to packed audiences in Cairo, Ismailia, Minya and Sharqia.