The story of an ordinary family guy who had to spend a long time of his day on-hold with the universally familiar cringe hold tune. After calling a customer service hotline for an urgent inquiry, he finds himself stuck on-hold while missing out on important moments of his life. The more our hero invests time on-hold, the more he feels like he’s about to get an answer, but he never does, because at the end when an employee finally picks up, our hero finds him self in a situation where he can’t answer back, making him the icon for frustrated consumers. Our brand comes in at the end to let customers know that with our new automated customer service hotline, there will be no-hold time thus not experiencing this frustration nor having to hear any cringe hold tune.
Cultural / Context information for the jury
Calling customer service in Egypt is known to be one of the most frustrating tasks that most people avoid or delay because it requires patience and freeing up alot of our time and energy. if we calculate The average time a person spends on hold while waiting for a customer service agent it’s approximately 43 days of our life, especially when it comes to in demand categories like white-goods. Which led us to hammer on answering this insight by highlighting that we will not put our consumers through any hold time or having to hear the hold tune with our new automated customer service hotline.
Tell the jury about the choice of music track.
Customer services hotlines most of the time answer callers with a cringe hold tune and an IVR message informing customers that they have to wait for an employee to pick up. There are many hold tunes out there around the world, but the most universally familiar of them are the ones that use eighties electronic synth with reparative melodies & beats, ones like the famous "opus no.1" from Cisco telephone systems, that is still being used significantly around the globe and in Egypt as well until today. We made the track for our film inspired from those tunes, and we used specific stops in that ever going boring track in specific moments to tell a story of frustration while putting a smile on our viewers faces.