2022 Winners & Shortlists

Background

With boredom at an all time high thanks to the pandemic, and with our millennial audience becoming increasingly hard to please; marketing the Galaxy S21 wasn’t going to be easy. We needed to both cater to their social content consumption habits, as well as give them the power to turn everyday boredom into palpable works of art. All it took was the S21, a single script, the region’s most popular star couple and a lot of camera magic with the S21. We created 4 different entertaining films: Thriller, Film Nioir, Comedy & ArtHaus.

Describe the strategy

Each element of this campaign stood out and came together. Designed to live on Social, It wasn’t about production or star value; Interactivity was key. The experience made our audience interact with the brand, spreading word on social media. Our Facebook carrousel was a key example of this. We used our platforms to drive traffic to each other, producing multiple memes & recreations on TikTok.

Describe the execution

Enlisting the star talent of the region’s most beloved couple, Ahmed Helmy and Mona Zaki. We wrote ONE single script encompassing our insight, shot in the SAME exact location, and using a combination of different direction techniques, cinematography approaches, sound and music design; and capitalizing on our couples’ impeccable acting skills, we effectively created four very different copies, each with its own unique tone, mood and art style. The campaign is placed on social media platforms: FB, IG & YouTube.

List the results

Each element of this campaign stood out and came together. Designed to live on Social, It wasn’t about production or star value; Interactivity was key. The experience made our audience interact with the brand, spreading word on social media. Our Facebook carrousel was a key example of this. We used our platforms to drive traffic to each other, producing multiple memes & recreations on TikTok. - The campaign recorded more than 48M views across Ahmed Helmy’s, Mona Zaki’s and Samsung channels. - Impressions have hit up to 127M with CPM being within industry benchmarks across all platforms - Qualitatively, the campaign received an extremely positive word of mouth with a positive sentiment of 85% and 0% negative sentiment.