2019 Winners & Shortlists

Why is this work relevant for Entertainment?

When we first released the teaser copy, we saw an instant bump in our engagement as everyone was in a state of nostalgia with their favorite artist. Rather than releasing the album traditionally, we thought to involve our audience in the process from day 1.By doing that, we were able to 1) produce several engaging activities as teasers 2) Hype up that people who opt-in to the USSD are getting exclusive content 3) We were able to utilize our fans to create even more engaging content by submitting their varying videos.

Background.

To capture our fans, we thought in 3 stages: 1) Tease 2) half release 3) curveball. For step number 1 our ideas were a mix of using elements with strong fan connections along with hyping the inevitable release of the album. When we finally revealed that the teaser was for Amr Diab’s new album, we didn’t instantly announce the UGC campaign, by doing that, we gave our audiences several days to engage and talk about their album expectations, release date and discuss feedback on the songs that were released. Moving from this step, and after a while of the album release, a song started gaining prominence more than the other, and this song, which is Egypt's summer romance hit, was the perfect fit for us to ask our fans to create content on.

Describe the creative idea.

Vodafone had the number one music artist in the Middle East, an album launch everybody was waiting for and an opportunity to connect Amr Diab to audiences everywhere like never before. So we created the platform with the sole purpose of doing so, bringing "el hadaba" (Amr Diab is know for El Hadaba) closer to you. With the launch of his new album, we launched the hit song of the album with a twist, we called out Egypt's engaged couples everywhere to shoot a video to the melody of this new romantic hit song, celebrating their love which Vodafone along with Amr Diab will award it with the ultimate prize, the wedding of their dreams and not just that, but Amr Diab himself will perform in it.

Describe the strategy

To capture our fans, we thought in 3 stages: 1) Tease 2) half release 3) curveball. For step number 1 our ideas were a mix of using elements with strong fan connections along with hyping the inevitable release of the album. When we finally revealed that the teaser was for Amr Diab’s new album, we didn’t instantly announce the UGC campaign, by doing that, we gave our audiences several days to engage and talk about their album expectations, release date and discuss feedback on the songs that were released. Moving from this step, and after a while of the album release, a song started gaining prominence more than the other, and this song, which is Egypt's summer romance hit, was the perfect fit for us to ask our fans to create content on.

Describe the execution

Weddings are a big event in the life of people everywhere and Amr Diab's album is an anticipated music piece of the year, doing on social media amplifies it for the target because its their medium and Twitter is the news based platform, we created a social conversation between Amr diab and his fans, we wanted people to fish for the content giving them small info. In the form of content in order to create a 100% user generated content organically and this is an ultimate scenario for both Vodafone and Amr Diab. Timeline: Mid September 2018, announcing the 3 finalists in October, announcing the winners late November, the wedding took place on Feb 20th.

Describe the outcome

67 Million Reach 13 billion impressions on Amr Diab and Vodafone Egypt. 82% Positive sentiment on Vodafone Egypt 96% positive sentiment on Amr Diab 6000+ submissions on the hashtag More than a 2 million shares in UGC organic reach HIGHEST ORGANIC CONTENT ON VODAFONE PAGE: TOP ENGAGING POST ON AMR DIAB’S PAGE: 20K Likes. 1.9K Comments. 2.3K Retweets. Within hours of our tweet launch, the conversation that started on Twitter- migrated to the other social platforms. MORE THAN 60 BRANDS &MANY CELEBRITIES HAVE JUMPED ON THE OPPORTUNITY &TRENDING TWEET TO PROVIDE THEIR OWN GIFTS AS PART OF THE VODAFONE WEDDING ACTIVATION.