2020/2021 Winners & Shortlists

Background

KAIRO, an independent creative agency, wanted to demonstrate the capabilities of its newly established data and intelligence department - a relatively new field in the local and regional markets, whose value remains unclear to clients. To do so, we knew we had to change the perception of the term “data” - a word associated with dry reports and bar charts. As such, we opted for an exciting topic, the analysis of which would uncover insights that stress the beauty of the marriage between creativity and data. What’s more exciting for Egyptians today than Mo Salah?

Describe the creative idea (40% of vote)

When it comes to football stars, the only published stats are the number of goals scored, assists, minutes played, and other numbers reflective of their achievements on the pitch. But what if we juxtaposed Salah’s offline achievements with his online presence? Can we tell a different story of an icon? We created a microsite and designed a data-driven interactive experience allowing people to explore different aspects of Salah’s presence on social media in light of his on-ground achievements.

Describe the execution (40% of vote)

We collected and assessed all of Mo Salah’s tweets since the day he joined Twitter in 2014 and captured 2.4 millions tweets mentioning him from 2014 to 2019 and utilized CrowdAnalyzer - a social media listening tool renowned for its Arabic Natural Language Processing capabilities - for analysis. This experience was conceptually and visually executed in a way that iconizes an already existing icon. To truly capture Salah, as well as showcase some of KAIRO’s core skills, we collected many images of his most recognizable poses, and through digitally-drawn visuals, with multiple iterations and revisions, we transformed them into data visualization tools. The result is a translation of the super star's social presence into an engaging and interactive experience, which we published on social media platforms

List the results (20% of vote)

The microsite received thousands of views, brought engagement on our social media assets to an all-time high, increased website visits dramatically, but more tangibly led to multiple approaches by potential clients. Total Page views: 5.7K users Unique Users: 4.9K users Average time on page: 3.32 minutes Website Visits: increase of 124% vs. previous month Facebook Posts results Reach: 177.7K Users Engagement: 12.3K Users Twitter Post Results Impressions: 51.8K Engagement: 3.3K LinkedIn posts results Impressions: 3.7K