Brand | TAJ CITY |
Product/Service | REAL ESTATE |
Entrant | HUG Cairo, EGYPT |
Category | Co-Creation & User Generated Content |
Idea Creation
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HUG Cairo, EGYPT
|
The Campaign
Rather than show grandiose photos of the developments they had in mind, Taj wanted to show that it had the community in mind. They promoted the social campaign “Cairo Reimagined” and asked the public how and where they saw the development and beauty of Cairo.
It was a call to action that asked the public of Cairo to reimagine their city through the creative arts and express what they appreciated or would like to see.
Taj City thus became a sympathetic ear working alongside the community rather than dictating to it.
Creative Execution
We started the conversation by remaining purposefully anonymous. We launched with social media posts under the name of “Cairo Reimagined” and then asked the public for their own submissions.
These submissions were followed by #CairoReimagined and lived on their own Facebook and Instagram profiles.
Taj City is currently preparing on bringing the public’s reimagining of Cairo to life through creative installations around the city.
The public took their inspiration cues and quickly the campaign started growing organically.
We had 215 creative submissions.
Over 130,000 genuine interactions.
62,033 likes on Facebook and 5,174 followers on Instagram.
More importantly, Taj City has successfully relaunched its brand as one that listens to the people of Cairo and has positioned its vision alongside theirs.
The public of Cairo are flooded with real estate developments showing their vision for the future of the community. Investors are predominantly people who know Cairo very well. Most commonly they have grown up living in the city and seen the changes the city has made over time.
Taj City wanted to take a different approach. It wanted to align its vision of Cairo alongside the people’s vision of Cairo themselves.
Opening up the campaign to social media responses was the perfect platform to have such a discussion.
Credits
Mirna El Saharty |
Hug |
Account Director |
Sarah Yehia |
Hug |
Senior Account Manager |
Youssef Roshdy |
Hug |
Account Executive |
Ramy Kandil |
Hug |
General Manager |
Shaimaa El Hout |
MNHD |
Marketing Director |
Simon Reid |
Hug |
Executive Creative Director |
Nassim Wahba |
Hug |
Head of Creative |
Ahmed Adel |
Hug |
Art Director |
Bassem Raafat |
Hug |
Art Director |
Dina Deyab |
Hug |
Social Content Creator |
Raghda Medhat |
Hug |
Social Content Creator |
Mai Ezz |
Hug |
Social Moderator |
Monia Hegazy |
Hug |
Senior Graphic Designer |
Moataz Khater |
Hug |
Junior Graphic Designer |
Manal Ammar |
Hug |
Junior Graphic Designer |
Garir Mohamed |
Hug |
Senior Graphic Designer |
Omar Fathy |
Hug |
Junior Graphic Designer |
Sara Al Amir |
Hug |
Graphic Designer |
Omneia Naguib |
Hug |
Senior Graphic Designer |
Hany Adel |
Hug |
Senior Animator & VFX Artist |
Taher Gamal |
Hug |
Videographer |
Osama Selim |
Hug |
Photographer |
Links
Social Media URL