Brand | ORANGE |
Product/Service | ORANGE - GAHNEELY - MUSIC APPLICATION |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Use of User Generated Content |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Production
|
FP7/CAI Cairo, EGYPT
|
The Campaign
Produced in the form of a music video, our creative idea was to give the Egyptian youth full control of our campaign; the same control they had when using our app, Ghaneely. Because the app gave them a wide selection of music options, artists and genres to enjoy whenever and wherever, so too did our campaign. Choreographed at a specific beat per minute popular with many genres, our music video was shot to ensure that a wide variety of music music would work perfectly on the dance moves. Accordingly, our video invited our users to choose the song they believed best fit the dance, and in doing so, create their own unique versions of our campaign. Therefore, without the engagement and participation of our audience, the campaign would cease to exist and remain music-less.
Creative Execution
To invite people to the experience, The music video was launched on social media music-less, mimicking a popular YouTube trend and inviting audiences to select their own music to best compliment the dance. The teaser led viewers to a microsite that allowed them to experiment with different music choices, selecting from a playlist to create their own unique version of the clip. With over 90K unique sessions on the microsite, and over 110K likes and shares on social media, the campaign garnered more than 20 million views on social media. (try it for yourself through the URL above).
With dozens of fan authored spoofs, the Ghaneely campaign overall reached an estimate of over 20 million Egyptians on social media and through the micro-site. Our consumers actively engaged with an average visit duration of 3 minutes on the micro-site while social media racked up over 200,000 interactions and 15 million views. Ghaneely downloads set a new record for the service ROIs and surpassing the targeted number of downloads by 67.5% (134K downloads), bringing both awareness and brand perception up to their highest since the service's launch.
The entire Ghaneely campaign was created in the form of an interactive music video where audiences get to pick the music, and create unique versions of the content to enjoy and share with others.
The strategic approach to this brief was to not be defensive! We weren’t going to compare our app to others, we weren’t going to justify why Ghaneely was worth considering. We weren’t going to try to convince those that use other apps to switch. After all, from the smart phone users in Egypt, only a fragment actually used these apps. Instead, we were banking on the vast majority of Egyptians who still didn’t have a music app on their phones and didn’t know why they would need one. Our plan was to go back to basics and excite audiences about the benefit of having such an app at their disposal. And why was a music app a must? Because YOU CONTROL YOUR OWN MUSIC.
Credits
Ahmed Hafez Youness |
FP7/CAI |
ECD |
Rami El Kerdani |
FP7/CAI |
CD |
Moemen EL Siwi |
FP7/CAI |
Art Director |
Rana Khairy |
FP7/CAI |
Senior Copywriter |
Sondos Effat |
FP7/CAI |
Group Account Director |
Raghda El Maghrabi |
FP7/CAI |
Account Director |
Ramy Raafat |
FP7/CAI |
Account Supervisor |
Hatem El Rashidi |
FP7/CAI |
Account Supervisor |
Hanaa Baghdadi |
FP7/CAI |
Digital Unit Director |
Umar Achraf |
FP7/CAI |
Digital Manager |
Yahia Hashem |
FP7/CAI |
Digital Project Supervisor |
Naila Fattouh |
FP7/CAI |
Head of Planning |
Mostafa Hashish |
FP7/CAI |
Planning Supervisor |
Heba Radwan |
FP7/CAI |
Head of Film Production Department |
Inas Nagy |
FP7/CAI |
Producer |
Moayad El Shenawy |
FP7/CAI |
Producer |
Tameem Youness |
N/A |
Director |
Mihai Marius |
N/A |
DOP |
Wael Alaa |
NEOBYRD |
Composer |
Fadi Fahim |
Lighthouse |
Executive Producer |
Ahmed Asem |
Aroma |
Editor |
Karim Mira |
Lizard |
Colorist |
Hosny Ali |
The Garage |
Sound Designer |
Lighthouse |
Lighthouse |
Production Company |
Links
Website URL