2017 Winners & Shortlists

The Campaign

How to launch a city that still does not exist, and it’s going to be like no other city in the world? We first asked ourselves, what do people really want out of a city? For example when Egyptians go overseas what are the things that impress them the most? We found out that is actually and array of things. And although Egyptian love traveling they love home more, the closeness of family the friendly culture and great climate are amongest the main reasons. Even though Cairo is it’s not perfect, but than again which city is? London has great shops but lousy weather, Paris has great architecture but Parisians are not the friendliest. But what if you could have the best the world has to offer without the negative? Introducing the iCity because you deserve the best the world has to offer.

Creative Execution

Featuring two of Egypt’s most beloved actors, Ahmed Ezz and Maged ElKedwany (also known as Migo). Filming in five countries we follow our two stars as they go from city to city discovering its best features, but also discovering their flaws. Each commercial concludes with fact that the features they like in these places will soon be available in the iCity. We go from Mauritius to Paris, London and then to New York where, Migo, is kidnapped. We then release a series of viral videos featuring Migo where we see him being hold captive and pleading for help to find out where he is, who kidnapped him and why. We created an online competition called “Finding Migo” where you could win a trip for two to one of the destinations he and Ahmed visited, people went mad for the campaign. Even DJ and celebrities were talking about it.

Within 24 hours it reached 2 million, search volume of “Mountain View” keyword increased by 123%. In Fact the total visits to Mountain View Facebook page was 13,7million by the end of the campaign versus 260 thousand prior to it. In total the campaign was viewed more 25 million times on line. The impact on sales was also equally astonishing, with purchases for phase one of the iCity completely selling out in less the 24 hours. Client had to bring next year volumes forward to be able to cope with the demand and capitalize on the success of the campaign. Incidentally phase 2 has also completely sold out also in less than 24 hours.

Our target audience was primarily young couples that are just starting their lives together from and A and B+ income bracket. People that are looking for the finer things in life and aspire to live in a safe, private place that ads quality to their life. The campaign started with a series of television commercials and then specially created films were shot for social media, where there was a competition component to the campaign. Our approach was single minded “People will find in the Mountain View iCity the very best the world has to offer.