2017 Winners & Shortlists

The Campaign

Music is purely subjective. Everybody has their own taste. So when advertising for a music streaming app, picking a track for the ad seemed counter intuitive. So instead we created a music video, and left the choice of music to the users. Through an interactive microsite, users got to switch between different music tracks to find the music they liked the most for the music video. To elaborate on the extensive music selection our app has to offer, the music selected for our music video had to highlight some of the different genres Ghaneely has to offer, create an odd contrast to make it more humorous, and most importantly had to sync with our video. Each song was remixed to suit the music video and highlight the most memorable parts of the song, making sure each song offered a unique experience to the music video.

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-less music video that gave audiences the opportunity to 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.