2018 Winners & Shortlists

HOW TO FALL IN LOVE IN 3 STEPS

Client/BrandGOUNA AND GOUNA FILM FESTIVAL
Product/ServiceABU FT. YOUSRA - 3 DAKKAT SONG
EntrantBRAVO AGENCY Cairo, EGYPT
Type of EntryIntegrated
Idea Creation BRAVO AGENCY Cairo, EGYPT
Media Placement BRAVO AGENCY Cairo, EGYPT
PR THE CAROUSEL WORLD Cairo, EGYPT
Production OLD METRO Cairo, EGYPT
Production 2 BIG BUZZ COMMUNICATIONS Cairo, EGYPT
Production 3 KAY-OH PRODUCTIONS Giza, EGYPT

The Campaign

Our record label manages and produces music for Egyptian aspiring artist Abu. Abu has been drawing some attention in the underground scene since 2011. 2017 was time for Abu and his musical experience to go mass, offering a new musical experience among stagnant musical experiences and multiple faces that currently dominate the scene. On another front, it was about time that music ventures into the digital realm, following lead of target audience consumption behavior on both marketing and consumption fronts. We immediately located the opportunity of coming into the record label market with fresh perspective on entertainment and marketing, partnering with GFF to offer the unique entertainment experience they seek. With music being a universal language enjoyed by masses and carrying potential of virality and sustainability, our idea was launching and promoting Abu's debut song #3Dakkat as GFF's totem to live on.

Creative Execution

GFF’s opening night brought #3Dakkat to A-list attendees and Egyptians watching on TV. Concurrently, the media campaign unraveled on various channels with contextual messages. Digital press/PR covered the overall experience, Yousra and Tamer’s participation and Abu’s musical history. Partnership with Vodafone made song exclusively available to audience for listenership and ringtone. TV entertainment shows covered the song buzz, and offered it to audience at home. By GFF’s closing night, #3Dakkat became a nationwide sensation. The following week, digital press, TV, and radio fueled mass intrigue, with top radio channel Nogoum FM partnering to air the song exclusively. Impregnable copyright protection plan online ensured the song was not leaked through any illegal/personal channels until its official release to further fuel intrigue. Now that masses were infatuated, the video clip was released, starring more than 14 of Egypt’s top celebrities and influencers, and portraying the feel-good life in Gouna.

#3Dakkat became the feel-good anthem locally and internationally. It garnered 149M organic YouTube views, 25M Anghami plays, 7,000 iTunes purchases, and 1M Vodafone purchases. It still tops World Music Awards charts in Egypt since launching, and holds 7 people’s choice awards regionally. The song inspired 48 global covers: USA, UK, Lebanon, Jordan, and Korea to name a few, and also a feature on #MBCTheVoiceKids. The anthem status of #3Dakkat was solidified with 21 celebrity covers, like Assy El Hellany, Hamaky, Sherine and Elissa. Abu launched into stardom, hosted in 12 regional TV shows like SNL Arabia, Celebrity Duets, and ET Arabia. #3Dakkat’s campaign was entirely organic, founded on precise media collaborations. Since October 2017, the campaign generated $700,000 earned media. On a Gouna/GFF partnership front, we generated $X420,000 worth of exposure that delivered on the business objective of sustaining conversation about GFF for 4 months after it was over.

This launch strategy served our client's objective of giving Gouna Film Festival more exposure in its first instalment, and give it life far beyond its running time through creating a unique entertainment experience that soon became a feel-good movement regionally and internationally, reaching audience effectively and dominating media scenes from September 2017 to date. Media integration was key to this success, from launching during the festival and distributing relevant content across TV, radio, digital press and PR, along with mobile and social media engagement that all created a ripple effect to maximise the campaign's exposure.

Good things come in threes; this was our approach to market the song #3Dakkat, from GFF to masses, and for time to come. First: fortifying the project with diva Yousra to sing female element, and Egypt’s top screenwriter Tamer Habib to co-write lyrics. With Yousra’s comeback to singing and judging on GFF panel, and Tamer’s songwriting debut, we guaranteed rallying their massive fan-bases to draw attention to the song. Second: launching with nationwide attention. The song would be the festival’s official song, achieving mutual benefit of mass exposure upon launch, and creating an entertainment format for the festival that lasts long after the festival is over. Third: a digitally-led media campaign that markets #3Dakkat and content surrounding it, and spilling over to different media formats delicately engineered to become a topic of mass attention to create and sustain buzz to establish it as a musical scene hit that lives on.

Credits

Name Company Position
Sameh Wagdy TMG Chief Executive Officer
Ahmed Bahgat TMG Chief Commercial Officer
May Kamel BravoAgency/TMG Digital Content and Strategy Manager
Menna Sabet BravoAgency/TMG Account Manager
Yasmin Magdy BravoAgency/TMG Senior Content Executive
Mohamed Abdel Hady BravoAgency/TMG Head of Digital Press
Daliah Galal The Carousel World General Manager
Gehad Abdalla The Carousel World Fashion Director
Batool Al Daawi Blow Creative Studio General Manager
Ahmed Arafa Kay-Oh Productions Executive Producer
Shady Abdel Aziz Kay-Oh Productions Executive Producer
Mariam Abou Ouf Independent Video Director
Links
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