2018 Winners & Shortlists

GOOD THINGS COME IN 3... DAKKAT!

Client/BrandOLD METRO/TMG
Product/ServiceABU FT. YOUSRA - 3 DAKKAT SONG
EntrantBRAVO AGENCY Cairo, EGYPT
Type of EntryChannels
CategoryUse of Events
Idea Creation BRAVO AGENCY Cairo, EGYPT
Media Placement BRAVO AGENCY Cairo, EGYPT
PR BRAVO AGENCY Cairo, EGYPT
PR 2 THE CAROUSEL WORLD Cairo, EGYPT
Production BIG BUZZ COMMUNICATIONS Cairo, EGYPT
Production 2 KAY-OH PRODUCTIONS Giza, EGYPT

The Campaign

Introducing Abu to the masses required putting him on a pedestal. Egypt has always been the mecca for Middle Eastern music, with stars shining in the sky of international music scene in every era. Egyptians have grown tasteful and choosy when it comes to music, so a new artist had a tough crowd to entertain. Thus, Abu’s #3Dakkat had to cut through the clutter with a major bang. Our main idea was to rally different elements and their fan bases onto Abu’s platform, shedding light on him and his experience within a wider fan base. This had to be coupled with media coverage that creates and amplified impact to draw attention to the song. Thus, we partnered with Gouna Film Festival to become the launching pad for the song and campaign. One final element was marketing the audio and video elements separately to maximize the span of the campaign.

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 Dorra. 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. #3Dakkat’s success left Abu with 1000% increase in Facebook fan base, and 117,000% increase in YouTube fan base; numbers that guarantee a sustainable status in his music career.

In line with Media's launch criteria, this campaign aimed at launching Abu, our client's signed artist, into the Egyptian music scene with a disruptive campaign that launches his music to masses, and establish him in the music scene. Our campaign succeeded in skyrocketing his career from an underground musician into a local, regional, and global sensation that continues to top charts since September 2017, and - to our pride - organically! This success is attributed to launching in Gouna Film Festival to spark a movement of exposure and success.

Insights, Strategy and the Idea

Good things come in threes; this was our approach to market the song #3Dakkat, Abu’s introduction to the masses. 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 Tamer’s songwriting debut, we guaranteed rallying their massive fan-bases to check the song out for starters. Second: launching with nationwide attention. We partnered with Gouna and Gouna Film Festival (GFF) in its first installment, where 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 delivering it to masses according to their consumption habits across platforms, and guaranteeing creating and sustaining buzz to establish Abu into Egyptian music scene.

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
Batool Al Daawi Blow Creative Studio General Manager
Gehad Abdalla The Carousel World Fashion Director
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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