We created content that wasn’t just viewed on mobile but made for mobile. We converted the smartphone from being a barrier to a facilitator, creating the first branded content you literally can’t watch alone! For the first time, we turned a Pepsi ad into a novel act. To watch Pepsi’s content, consumers would have to gather and align their phones – creating a video that you can only see across three frames.
In other words, you’d have to find two friends, physically place your phones vertically side-by-side, and press play at once. Content always has to lure in our target, and so the video featured the region’s most popular multi-generational fixture, Sameer Ghanem, who musically narrated the story of 3 friends struggling to spend time together because they’re too distracted with their phones. Ghanem ends the tale by telling viewers to leave their phones and spend time with one another.
Our execution was digitally-led, and limited to Facebook & YouTube, since these were the two main mediums to view videos on social media. Our main focus was on Facebook, and pushed viewership through carousel ads. Moreover, our only use of TV was with a 10” bumper teasing consumers with a hint that you can’t watch this year’s ad alone. Moreover, we only had the last two weeks of Ramadan to make an impact, adding to the fact that we were focused on creating a one-of-a-kind act that would create buzz & act as a stunt, rather than just another Ramadan ad that fought to resonate among the thousands of pieces of content.
Each video impression didn’t just count as a view, but for a time people actually got together! We couldn’t look at the results of each video in isolation, so we took the average video views, and that measured as our benchmark for the average number of times people got in a gathering. That translated into a staggering 270,000 gatherings in just 10 days! Each gathering consisted of 3 to 7 people watching simultaneously. Therefore, 270,000 gatherings equals a max reach of 1.89 million viewers within ten days! Almost all of the UGC shared proved that the groups were always more than 3 people so the exact number is unmeasurable. However, social media viewership of the campaign reached 8.2M views. Additionally, in 10 days we received 20M engagements, which was 70% higher compared to the best performing campaign for Pepsi in the past 6 months, and +17% higher vs. Ramadan 2016.
Most often the creativity of entertainment lies in its content or execution, however, on rare occasions it can lie how the content is delivered, and this is one of those times. We knew in the cluttered Ramadan media landscape relying on entertaining content would not suffice, and so we innovated in our mechanism in delivering our content. We created the first ever piece of content that you literally couldn’t watch alone; by creating a mobile-led cross device piece of content that required 3 phones to be placed side-by-side, turning our ad into a collective experience, with an interactive twist.
Social media/smart phone addiction among Egyptian youth is particularly obvious during Ramadan. Dubbed, “the most social” month of the year, Ramadan is the only time of year where families eat together every day, and attend/host social gatherings every night. But, there’s always that one common factor across all households – the detached youth. Instead of joining in on conversation, and spending time with the people around them, they’re stuck to their phones, scrolling through Instagram, tweeting mindlessly and streaming on YouTube. In fact, during Ramadan social media usage sees a +30% spike. Moreover, it is only during the holy month that we see a bombardment of content & entertainment. Putting all this into perspective, the truth of the matter is, the smartphone is the biggest hurdle coming between youth & the 'lama' (gathering). With that said, we turned technology from being the barrier of the ‘lama’ to the facilitator.