2020/2021 Winners & Shortlists

Why is this work relevant for Entertainment?

Majid Al Futtaim SHARE presents Hala Bel Hayat (Hello to Life). An original multilingual anthem written and sung in English, Arabic and Hindi. Featuring the region’s biggest music influencers such as Alaa Wardi (Saudi Arabia), Doaa El Sebaii (Egypt), Wonho Chung (Jordan), Hamdan Albloushi (UAE) and Alisha Pais (India). Produced by Hassan El Shafei, a renowned Arab Idol judge and chart-topping music producer. We launched the song with a music video on YouTube and social media. As well as on Anghami, the Middle East’s largest music streaming service, Virgin Radio Dubai and Al Arabiya 99 FM.

Background

The largest in the region, Majid Al Futtaim has 24 shopping malls, 13 hotels, 4 residential communities, 240 hypermarkets, 318 cinemas and 140 F&B and fashion outlets, serving millions of customers. They operated over a dozen loyalty programmes across all. And they wanted to launch SHARE, a rewards app that unites them all. Our campaign objectives were to achieve 4M views, 500K downloads and become the no. 1 loyalty app and programme in the UAE.

Describe the creative idea

United by SHARE. 180 nationalities. 1 multilingual anthem. Every time someone hears, sings or even whistles the song, they're reminded to download the SHARE app.

Describe the strategy

THE POWER OF CULTURE We had to convince 180 nationalities living in the UAE to download the app. So we wooed them in their mother tongues and launched a multilingual song in the UAE’s Year of Tolerance. THE POWER OF POP CULTURE Everyone can’t wait to ‘SKIP AD’. So, we gave them a piece of entertainment that they would sing along to and carry around on their mobile just like our app. THE POWER OF DATA Based on data analytics of Billboard Top-100 Chart (since 2001) and the Million Song Dataset, the average duration of hit songs is 3-5 minutes and the preferred tempo is between 120-130bpm, which aligns roughly with the average walking speed and the tempo of crowd applause. We composed the song in 124bpm. Like Calvin Harris and Rihanna’s ‘This Is What You Came For’, Katy Perry’s ‘Firework’ and Lady Gaga’s ‘Born This Way’.

Describe the execution

To talk our audience into downloading the app, we harnessed the power of pop culture and got them singing. Majid Al Futtaim SHARE presents HALA BEL HAYAT (Hello to Life). An original multilingual anthem written and sung in English, Arabic and Hindi — representing the largest demographics. Featuring the region’s biggest music influencers such as Alaa Wardi (Saudi Arabia), Doaa El Sebaii (Egypt), Wonho Chung (Jordan), Hamdan Albloushi (UAE) and Alisha Pais (India). Produced by Hassan El Shafei, a renowned Arab Idol judge and award-winning music producer. We launched the song with a music video on YouTube, social media and VOX Cinemas. As well as on Anghami, the Middle East’s largest music streaming service, Virgin Radio Dubai and Al Arabiya 99 FM.

Describe the outcome

• 1M+ members • #1 most downloaded app on Apple App Store and Google Play Store for 4 straight months • #1 most requested song on Virgin Radio and Al Arabia 99 FM • #1 on Anghami hits chart • 109M+ impressions • 12.6M+ views • 933K+ shares • Earned media coverage worth $874K