2016 Winners & Shortlists

RED BULL SOUNDCLASH

BrandRED BULL
Product/ServiceRED BULL SOUNDCLASH EVENT
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryEvents & Experiential (incl. stunts and celebrity endorsement)
Entrant Company J. WALTER THOMPSON CAIRO, EGYPT
Advertising Agency J. WALTER THOMPSON CAIRO, EGYPT
Production Company BEE MEDIA PRODUCTIONS Cairo, EGYPT

The Campaign

Red Bull Soundclash (RBSC) is recently introduced to the Market and not very known. We wanted to create a hype about this event, and get people talking about it. To achieve this, we needed to make something very interesting, making it worthy of our audience engagement, and get people talking far before the event date, and long after it. The nature of the event is about a clash, while the 2 bands are good friends. This was our challenge. The main objective was to highly associate Red Bull to the music scene in Egypt, followed by selling double the amount of tickets we sold last year. Our strategy was getting both bands, who are friends, to compete in an online stunt. We leveraged on our online influencers to talk about the fake fight and hyper-ize it. Later, Red Bull intervened with the reveal, showing the friendly relationship the bands have. The outcome of the reveal video was great. All tickets were sold out 48h before the event. Why it's PR: 1 - leveraging on the 2 bands as brand advocates using their support as credible source for people to follow the stunt. 2- Partnering with a high fan-base account called asa7bee to leverage on their database and achieve high audience reach. 3- out-reach to the media by targeting Social Media content platforms to pick-up the hype of the stunt. 4- Red bull hijacked the social media pages of both bands for the entire campaign

The Brief

First, we needed to create hype around the event, and develop a strong link between Red Bull and the music scene through RBSC. To achieve that, we did a couple of inspections on media parties to leverage on and partner with, and found that the Asa7bee page (Egyptian 9gag) was a great medium to partner with to achieve the above mentioned exposure. Second, we also wanted people to get engaged, and we found out that there is nothing that engages Egyptians better than a story/a fight. So we developed a fight, and left the fans to hype it up.

Execution

Red bull started a fire through a digital stunt between the two bands, Cairokee and Sharmoofers. And we partnered with Asa7bee, the Egyptian 9gag. We hit it off with an online video of the lead singer of Sharmoofers making fun of Cairokee's front man Then we unleashed #Sharmookee Cairokee fought back, in a video making fun of Sharmoofers’ lyrics. The fans did not take it well! As fire on the internet increased insanely, THE STUNT WAS REVEALED as Red Bull stepped in with the reveal video. It is actually the first video which started the fire, only with a twist (posted on event page, band's page, RBSC web page)

Consumer attitudes reflect on tickets sales: All tickets sold out 48h before the event 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

The Strategy

The strategy was to gather the fans of both bands, and get them to be talking about the event far before it even starts. 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 good rumor to ramble on, so we started one, on a hot topic like a band fight. Our target are evidently the fans of both bands, who also happen to be very loyal followers. Egyptians take it upon themselves when someone criticizes/dismisses their loved artists. In that sense, we knew that when we start talking about a fight between bands, it will blow up like fire & gasoline.

Credits

Name Company Role
Marwan Younis Associate Creative Director
Sabrina El Ghoneimi J. Walter Thompson Cairo Copywriter
Sandra Hazem J Walter Thompson Cairo Senior Account Executive
Ahmed Abdel Kader J Walter Thompson Cairo Associate Business Director
Karim Fanous J Walter Thompson Cairo A/V Director
Amr Ashraf J Walter Thompson Cairo Agency Producer
Mohamed Hammady J Walter Thompson Cairo Executive Creative Director
Hussein Shaaban Bee Media Productions Director
Zeina Eissa Bee Media Productions Producer
Mostafa Salah Bee Media Productions Head of production
Hesham Badra Bee Media Productions Production Manager
Reem Megahed J Walter Thompson Cairo Head of production