2016 Winners & Shortlists

Creative Execution

Red bull started a fire through a Digital STUNT between the two bands; Cairokee/Sharmoofers, and was amplified with Asa7bee, the Egyptian 9gag. We started with an online video of Sharmoofers' lead singer while making fun of Cairokee's front man, then we unleashed #Sharmookee. Cairokee fought back, in a comeback video making fun of Sharmoofers’ lyrics. The fans did not take it well! Fire on the internet increased insanely, THE STUNT WAS REVEALED using the first beef video, with a twist showing that the bands were shooting it together, announcing the event (posted on event, band's and RBSC web page)

Consumer attitudes reflect on tickets sales: All tickets sold out 48h before the event day. Audience Reach and Overall campaign results on digital and social Media Total Facebook impressions: 35 million Total Facebook Video Views: 1.2 million Instagram followers increase by 40% Twitter followers increase: 100% - Twitter impressions: 1 million 390K Total Web page visits - 1 Million Total Web page impressions Fan base: 175% Increase in Sharmoofers followers base: 10.8K 15% Increase in Cairokee followers base: 90.4K

Red Bull Soundclash is a huge music event for Red Bull, where two underground bands perform against each other. The event is about a clash, but in our case, the 2 bands were actually very good friends. In order to be relevant, we needed to give Egyptians something that would appeal to them. We know that nothing in Egypt runs faster than rumors and fight talk. People just love a hot topic to ramble on, and band fights is a hot topic. Hence, our strategy became focused on creating a fight between those 2 bands, only to solve it later. Our target are the fans of both bands, who also happen to be very loyal followers. We knew that when we start talking about a fight between the bands, it will blow up like fire & gasoline.