2017 Winners & Shortlists

The Campaign

Nobody chews gum anymore, and those who chew, do it for purely functional reasons; kill bad breath. With a cultural taboo around chewing gum in the first place; a sign of rebellion in front of elders, our youth were going to chew gum only if they really had to. Often distracted by life’s chaos, we know youth will always pause... For a good tune. Find a jingle that strikes a chord, and they will leave everything in that moment and get lost in rhythm. Music is their magic. So we gave Trident a relatable voice with a local flavor. We created a first ever music video staring mouths, only mouths decorated with distinctive lip art. Each mouth had a unique character representing each flavor, that came together to create some tangy harmonic magic.

Creative Execution

We ran our song on several platforms, with Egypt’s number one musical medium, Anghami, being our primary focus. We took exclusivity of Anghami for one month where Trident was the only ad running at that time in Egypt and featured the song on the homepage as the first thing to see when visiting. We treated Trident on Anghami as an “artist”, with its own section featuring the video clip and the audio song downloadable to any user. Additionally, we featured the song on Youtube as well as a masthead for a full day for our launch. Moreover, we utilized Facebook and Instagram in our launch to maximize our reach. The campaign was live for one month, and will continue to leverage on the established characters along the year. Example; strawberry and watermelon have an ongoing romantic conversation that would have a special announcement for the fans on Valentine’s Day.

For the effect on the business, the campaign achieved 23% higher than what we aimed for in terms of sales value reaching 21.5% during the month of the campaign, which is higher than the average of any other month in the same year. And on media, the song was featured on YouTube Ads leaderboard after 10 days after campaign went live, which showcases the most creative ads the people choose to watch each month. Those ads are determined by an algorithm that factors in paid views, organic views and audience retention. Anghami Results: • 727K Streams; 6X times more than any other sponsored song on Anghami. • 74% audio impressions • 92% audio clicks • 9.4% click through rate Facebook: • 17% view through rate Instagram: • 12.4% view through rate Youtube: • 19% view through rate

To leverage on the massive popularity of music, Trident; a brand that’s all about youthful and up-to-date fun, produced its very own musical piece with a local twist to win the hearts of Egyptians. They had long lost their connection with the brand due to its foreign tonality and identity. Taking over Egypt’s biggest musical platform “Anghami” (the Egyptian Spotify) with over 1.6 million users, Trident’s top hit made it to the top charts for weeks.

Insights, Strategy and the Idea

To battle the challenge of distracted youth, we knew music was the key to their subconscious, much like chewing gum is often a subconscious act. Our strategy was to be there when they look for a break from their daily burdens. Owning the moments when they are looking for something they enjoy doing at their own free will and not positioning our communication as a forced form of advertising. The choice of lyrics and melody had a subtle treatment of repetition that sticks to the mind making listeners continuously reiterate all what the brand stands for and wants to say all day long.