2019 Winners & Shortlists

Why is this work relevant for Entertainment?

In this category in Egypt, telecom operators usually go for influencers and celebrities and mainstream talents. Our approach was different, casting the real 24/7 celebrities and influencers and real talents that our target spends his time with : The internet memes. Whats better entertainments than recreating Egypt’s most popular and ridiculous memes all dancing funky dances inside someone’s head?

Background.

Situation : Damagh Tanya is an internet bundle for youth from Etisalat. They had a problem, their communication has been far from effective to their target, With ads scoring very little relevance to the youth. Our brief was to reposition the rusty and inconsistent brand of Damage Tanya, into a new and fresh relatable sub brand with a distinct look and feel to the youth.

Describe the creative idea.

In Egypt, there is a huge meme culture. The idea was to reach our internet savvy target, by recreating Egypt’s most popular and trendy memes. Egypt’s most popular memes will be inside a young guy’s head, doing a funky dance tune on their catchphrases.

Describe the strategy

Data and research showed that the target of Damage Tanya (16-24) year olds are heavy consumers of social media and internet, where 80.7 percent of males and 78.9 of females consume internet on social networks. This is the target that spends his money and time on social networks. Most importantly on memes and viral videos. Our approach was to bring to life the real celebrities and influencers of the internet; the memes. They will be the ambassadors of our damage tanya brand.

Describe the execution

Our campaign was directed to a digital audience. We wanted it a fully fledged digital campaign from insight to final execution. We recreated the internet meme characters, by getting and styling doubles. We shot it in a certain technique, trying to recreate the cheap look and feel of the internet. After the launch of the main copy, we extended the virality of the campaign online, we created a dance on a funky tune with the catchphrases of the memes, instructing people through the memes to dance the funky dances of the campaign.

Describe the outcome

facebook Reach : 16, 026, 056 Impressions: 63, 652, 176 Post engagement: 10, 298, 338 Youtube: Impressions: 43, 252, 680 View rate: 21.70% (market benchmark 10-15%) Views: 9, 384, 745