UNITED BY SHARE: HALA BEL HAYAT
Brand | MAJID AL FUTTAIM |
Product/Service | SHARE REWARDS APP |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Category | Use of Original Composition for a Brand or Campaign |
Idea Creation
|
SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
|
Media Placement
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SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
|
Production
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DREAMBOX FILMS Beirut, LEBANON
|
Production 2
|
LAMBUJA São Paulo, BRAZIL
|
Production 3
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THE BASEMENT RECORDS Cairo, EGYPT
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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
Credits
Adil Khan |
Saatchi & Saatchi Dubai |
Chief Executive Officer |
Komal Bedi Sohal |
Saatchi & Saatchi Dubai |
Chief Creative Officer |
William Mathovani |
Saatchi & Saatchi Dubai |
Creative Director & Writer |
Dennis Silveira |
Saatchi & Saatchi Dubai |
Art Director |
Wael Said |
Saatchi & Saatchi |
Head of Production |
Karim El Kari |
Saatchi & Saatchi Dubai |
Business Director |
Omar Kishk |
Saatchi & Saatchi Dubai |
Account Director |
Dina Farmawi |
Saatchi & Saatchi Dubai |
Account Manager |
Muhammad Abdullah Siddiqui |
Saatchi & Saatchi Dubai |
Account Executive |
Links
Video URL