2017 Winners & Shortlists

The Campaign

WHEN 'PRETTY WOMAN’ MEETS 'UMM KOLTHOUM' Our idea came from a simple pleasure that everyone enjoys while in a car: Singing (even dancing) together with friends to songs on the radio. Our film showed 3 friends in a car lip syncing and dancing to famous songs. For this, we purchased the rights to 5 famous songs from 5 different artists. Special attention was given to the way the girls looked and engaged with each song. From the costumes they wore, to their physical appearance and their dance moves, we ensured our cast looked exactly like the stars in the original video.

Creative Execution

To have the appeal & entertainment factor we required to cut through and deliver broad appeal and memorability with our target audience, we carefully selected 5 famous Arabic and English tracks from 5 different artists, for which we bought the rights from various productions namely Sony Music for “Pretty Woman” by Roy Orbison, and “Everybody” by Backstreet Boys, Rotana for “Katar Kheri” by Shereen Abdel Wahab and “Majnoun” by Balquis Fathi and Stars For Art production for “Enta Omri” by Um Kolthoum. In the way we executed our idea, special attention was given to the way the 3 friends looked and engaged with each song. From the costumes they wore, to their physical appearance and their dance moves, we mimicked everything from the original artists. The campaign was launched across TV & Digital channels within lower gulf & KSA

The film was an instant hit amongst our target audience, who felt they could easily relate to the moment of pleasure that we had captured in the film. In short, we got people to take notice of the new Galaxy Bites and even start humming to our tunes. The key achievements of the campaign included: Within a week, it generated over 2.7 million views on YouTube. The brand recall was best-in-class at 30% and the purchase intent was higher than the industry average at 7%.

The Galaxy Bites idea delivers ‘a little moment of pleasure’ our target audience could really connect & relate to, a simple pleasure that everyone enjoys while in a car: Singing (even dancing) together with friends to songs on the radio.

To connect & relate to our audience we leveraged 3 key insights from the region: 1.     The love for music 2.     The carefree attitude of girls when they get together 3.     The tension in our key market of KSA where women can’t drive.   We also wanted to ride the wave of an existing trend to entertain, create buzz and fame.  Lip Sync and Carpool Karaoke have become a worldwide phenomenon and by selecting 3 popular songs from across the region, and 2 iconic international tracks that are known and loved across the region, we ensured we got the desired scale.  By placing the ad in a traffic jam situation, we gently pushed the boundaries of women potentially driving in KSA – an especially pertinent topic in 2017 in Saudi Arabia.