2022 Winners & Shortlists

Why is this work relevant for Entertainment?

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 entertainment needs, 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.

Background

Millennials across the board don’t see the value in paying a premium price for a Samsung phone. How do we get them to pay a premium for a Samsung phone? The solution: The S21. A phone with impeccable camera capibilites. In the time of a global pandemic and constant lockdown, your phone is your only way of communicating with the world. You need a phone with a stunning camera that turns every ordinary moment into an Epic moment/memory. You need the Galaxy S21! Uplift the Samsung Galaxy Series’ equity and engage with millennials through a stunning film that highlights the phone’s capabilities.

Describe the creative idea

When you’re stuck at home, every moment starts looking the same. With the S21; every moment becomes epic. We launched a series of films with superstar couple Ahmed Helmy and Mona Zaki using a "Single Script", shot in 4 Distinct Genres, which gave very different context of the script each time. Showcasing the S21’s camera capabilities and capitalizing on a relatable situation among couples. On the brand’s social platforms, audiences could watch all genres from the main trailer's end frame, which raised the entertainment level even higher and kept the audience engaged in a unique instant experience.

Describe the strategy

Among Arab and Egyptian couples, a common disagreement always rears its ugly head: “Where are you going out alone?” The husband is never safe from the wife’s passive aggression at the thought of going anywhere without her. We took this insight and ran with it in a series of digital copies to showcase Samsung S21 features in an entertaining way and get couples to engage with the different films and their genres based on the couples’ moods and/or personalities.

Describe the execution

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.

Describe the outcome

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 still running. The campaign is placed on social media platforms: FB, IG & YouTube.