2017 Winners & Shortlists

#SEETHEREALME - TEEN GIRLS CO-WRITE A POP ANTHEM

BrandJOHNSON & JOHNSON
Product/ServiceCLEAN & CLEAR
EntrantSONY MUSIC ENTERTAINMENT Dubai, UNITED ARAB EMIRATES
CategoryUse of an Artist as a Spokesperson / Ambassador in Partnership with a Brand or a Cause
Idea Creation SONY MUSIC ENTERTAINMENT Dubai, UNITED ARAB EMIRATES
Media Placement J3 MENA Dubai, UNITED ARAB EMIRATES
PR SONY MUSIC ENTERTAINMENT Dubai, UNITED ARAB EMIRATES
PR 2 TISH TASH Dubai, UNITED ARAB EMIRATES
Production SONY MUSIC ENTERTAINMENT Dubai, UNITED ARAB EMIRATES
Production 2 AAQ PRODUCTION Dubai, UNITED ARAB EMIRATES
Additional Company JOHNSON & JOHNSON: CLEAN & CLEAR Dubai, UNITED ARAB EMIRATES

The Campaign

The #SeeTheRealMe partnership gave young Arab girls the once in a life time opportunity to help the No.1 Arab boy band create a hit single, we didn’t just give them an anthem we gave them the opportunity to write their OWN anthem. It started on social, with the5 fans across the region asked to submit lyrics and inspiration to help the band write their next hit. Three lucky winners from around the region were flown to attend a writing camp to work with the band and alongside industry leaders to help write, produce and even feature on the single followed by a day supporting the band on set of the music video. The song was then released through a record label and distributed through their global media and digital network. With merchandise, fan meet n greets, live streams and a few surprises along the way, the campaign was action packed!

Creative Execution

Announcement: Using The5’s star power, we announced the partnership and competition online and on ground urging fans and consumers to participate and submit their lyrics. Writing Camp: The melody was composed with some of the world’s leading producer in Sweden, then three lucky winners who created the best lyrics where flown to writing camp to work alongside The5 and some of the region’s best producers like Salim Assaf to create the song and Music Video. The Clean & Clear winners even sung backup vocals. During this time, The whole event was captured on film and turned into a web series. Launch: We Launched The5’s music video as a branded piece of content on YouTube and through a record labels distribution network airing on music channels across the region. On the back of this we launched a 13 part web series documenting the girl’s journey of creating the song with The5.

-We received over 3000 entries using both hashtags -650,000 Views of the competition announcement video -Facebook Livestream during writing camp received 340,000 views and over 1,000 comments -1675% growth on C&C Arabia’s Instagram page (21,300 new followers in 5 months during the campaign) -Reach of 8 million fans on Facebook throughout the campaign -Over 1.5 million views of the music video -Over 3.4 million views of the web series -Track went to No.1 across all digital platforms -Play listed across 55 radio stations across the region -Music Video play listed on 45 TV channels across the region -11 radio interviews talking about the campaign -10 TV interviews talking about the campaign -Over 1million USD in PR Value -Brand Market share grew by 6.5% during campaign and 2.3% overall for 2016. (Significant considering the brand cut its assortment/product range by 20%).

We conceptualized an original music, video and social content creation campaign that successfully used Arabic pop music and Arab boy band sensation – The5, to drive engagement for the brand amongst a hard to reach, teenage audience. A compelling regional call to action, leveraged across social media and retail, enabled thousands of young consumers to actively create and influence the content process. The resulting song, music video and content campaign moved the brand perception needle across social media and mainstream TV, press and radio, and drove significant sales uplift in the client’s key sales markets in the region.

Like all teens around the world, Arab girls love pop music. By allowing the brand to tap into The5’s devoted fan base it gave Clean & Clear access to communicate and engage directly with 4 million females in their key markets through an “always on” strategy across 8 months. This partnership would be the inspiration for teens to come forward and share their creativity through songwriting. In-line with the brands objectives, we created #Write4The5, a region-wide songwriting competition that crowd-sourced lyrics via social media, asking girls everywhere to share what #SeeTheRealMe (the brand’s core message) means to them. From there, their lyrics would go on to inspire the band’s summer single, ‘See The Real Me (Ala Tabeetak Koon)’. This exciting and fun initiative showed the audience that we believe in their abilities, that we wanted to see who they really are and what they can do!

Credits

Name Company Role
Anna George Sony Music Branded Entertainment Senior Brand Partnerships & Licensing Manager
Kevin Harvey Sony Music Branded Entertainment Brand Partnerships & Licensing Associate
Lara Khoury Sony Music Branded Entertainment Talent Management
Nouran Kamel Sony Music Branded Entertainment Senior Associate - Digital Promotions & Radio
Ahmed Abdulqader AAQ Productions Director
Carol Celino AAQ Productions Producer
Salim Assaf Music Designers President
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