2016 Winners & Shortlists

Brief Explanation

Arcade games bring so many emotions that teens today may have forgotten about them. For many teens, music becomes a major way to express themselves and feel through their emotions. So what can help us reconnect with the young generation and keeps our brand current?

Results and Effectiveness

4,100 downloads on Anghami in the first 2 weeks 60% of the users who listened to the song online added it to their personal library 64% of the users who listened to the song were aged between 15&20 yrs old Reached 1.2 Million people via Radio Track was rated 3.5-4 by most DJs in the UAE

Creative Execution

Working with professional DJ Tom Noize, Magic Planet created their own EDM track consisting solely of raw sounds and the audible atmosphere from within the arcade, showcasing all the fun and joy that Magic Planet has to offer Using a technology called Sampling (which is similar to recording on tape), each sound was turned into a beat. Once collected, each sound was turned into beats using sampler technology.The track was seeded through DJ’s and EDM influencers and soon was picked up by leading radio stations and became part of Anghami’s EDM playlist

Insights, Strategy and the Idea

Magic Planet the leading Leisure and Entertainment brand across the MENA region took the challenge to create emotional music content from arcade gaming that is unique with its content and can be consumed and shared among the teens and that would trigger positive conversations about Magic Planet