2020/2021 Winners & Shortlists

Why is this work relevant for Entertainment?

Egyptian mass audience has long been fond of the “Shaabi” music. We have also recently been witnessing the exponential popularity of trap music especially amongst youth. In fact, a lot of hit songs like Dorak Gai by Wegz mixed both genres for a winning formula. For that reason, we chose those 2 appealing genres for the unique brand union of Orange and Tiger, with 2 distinct voices: Wegz appealing to the youth, and Shiba to the mass to sing to millions and tell them that a “crunch” of Tiger can give you a free “unit” from Orange.

Background

Orange and Tiger partnered to bring to Orange users and Tiger chips consumers a chance to receive free recharge of units when a Tiger pack is purchased. They also get the chance to be selected to win a “Golden recharge” with even more recharge value everytime they buy Tiger packs or recharge through Orange’s card. Accordingly, the brief was to build a tactical campaign communicating “Consume, recharge, and win!” with Orange and Tiger. The objectives were to implement a 50/50 equal weight in branding, ensure the promotion is integrated within the creative, and for consumers to fully understand the mechanics of the promo.

Describe the creative idea

Orange and Tiger joined forces not just in a promo but in introducing a new language that speaks in flavor and megabytes. “Crunch up the units” is a concept that gave both brands equal power and made them go hand in hand proving that it takes one strong and cool brand to know another one. Also, choosing one of Egypt’s most streamed/ trending artists Wegz in collaboration with Shiba, made this campaign extra crunchy and super trending on, through lyrics that married the two brands perfectly. The song introduced each flavor as an internet addict character; each with a different internet consumption, all behaviours relevant to the youth. Each flavor told a different story that reflected the youth behaviors, habits and spoke their language fluently.

Describe the strategy

Orange and Tiger’s partnership was quite a surprising union. Industries? Miles apart. Personalities? Not even close. Striking the right tone for both brands was the tricky part of this brief; Tiger and Orange are two different brands with different tonalities and different backgrounds; do we expect both brands to communicate in the same way? NO! That’s why we needed to create a language, a format and a tonality that fits both and speaks to our consumers; the youth. That partnership brought forth a golden opportunity for Orange to speak to the youth with communication tailored to their liking, while maintaining an appeal to the mass as well. That’s why we chose this music genre featuring Wegz and Shiba, two of the hottest trending artists ; they’re both admired and spoke to the greater mass of the youth in Egypt. Thus, striking the right tone, the right attitude and vibe.

Describe the execution

Starring our celebrity Wegz accompanied by Shiba, Swag was our game. In a music video form, the song was shot across various surreal locations that all targeted the youth one way or another. Same as the offer, the visual treatment was from another world, speaking in the language of flavors and megabytes. Camera movement and visual tricks made sure the video hit the high score. Orange and Tiger chose an original tune as their language; in order to cut-through with a music video high on both brands. If you weren’t hearing the lyrics rhyming stories about Tiger chips flavors high on free units from Orange, you’d be seeing them come to life on screen with Wegz. That was crucial to ensure that both brands maintain equal visibility visually and contextually.

Describe the outcome

Shortly upon the launch, the copy was #1 trending on YouTube, now with views on the platform exceeding 14M. Views of the copy on Orange and Tiger’s SM platforms totalled up to 23.7M, with thousands of comments using parts of the song lyrics as expressions. Overall, the copy achieved above category average when it came to brand impact score. It had the highest score for both “Brand differentiation” and “Buzz” measurement compared to the competition. It achieved 5.7% above category norms in brand appeal, 16.2% above market average scores in relevance, and finally a 4% increase in media awareness on brand recall.