2019 Winners & Shortlists

Background.

Vodafone has a partnership with Egypt's lead music artist Amr Diab. Being a communal brand Vodafone was keen to utilize this partnership like never before and make Amr Diab closer to his fans. It was summer time and his album release was approaching. the brief was how are we going to score an extraordinary launch this time that is in line with the partnership? we will make it 100% for the people and by the people. Our aim was to create a true online conversation connecting Amr Diab with his fans on their medium; social media turning into a brand engagement territory. Leading to a once in a life time experience for the fans. Objective: we had to create something that is so big not just another album launch, increase engagement and create a true conversation between Vodafone, Amr Diab and the fans.

Describe the creative idea.

Having Amr Diab on board is a great asset, and an album launch everybody was waiting for an opportunity to connect Amr Diab to audiences everywhere like never before.We wanted to create an unforgettable true fully fledged experience to his fans. With a simple tweet we called out Egypt's engaged couples everywhere to shoot a video to the melody of his new romantic hit showcasing their love story for a chance to win their ultimate dream wedding organized by Vodafone and having Amr Diab perform in it, which for Egyptians is a huge deal as weddings are extremely expensive for young couples and Amr diab is an unattainable dream.Excitement levels was through the roof while the submissions came pouring and this simple gesture broke the internet. In just two weeks we had thousands of submissions, with 3 finalists that were competing to get the most shares in order to win.

Describe the strategy.

Couples aging between 21 to 28, the winner couple is 26 years old.To capture our fans, we thought in 3 stages: 1.Tease 2.Half release 3.curveball. For step1 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 Egypts summer romance hit, was the perfect fit for us to ask our fans to create a video showcasing their love story.

Describe the execution.

We asked couples between 21 to 28 to shoot a video that entails their love story using Amr Diab’s latest romantic hit and the winner couple will have Amr Diab sing in their wedding. In 48 hours we managed to get every couple submitting after Amr Diab tweeted that he is on board encouraging others to join the hype; on top of them are Samsung, Kempinski, Maybelline, Mr. Tuxedo and others all to complete the picture of a dream wedding every couple fantasizes. Reaching 6,000 plus submission with 3 finalists and 2Million organic shares and now we have one winning couple with a dream wedding scheduled on February 20th. Timeline: End of August 2018, announcing the 3 finalists in October, announcing the winners late November, the wedding took place on Feb 20th.

List the results.

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 2million 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.