2022 Winners & Shortlists

Why is this work relevant for Entertainment?

With minimum budget we were able to reach more than 72 million Egyptian views and an overspill of around 9 middle-eastern countries. If an entertainment piece is able to strike a chord with the right audience, it can surly find its way to them. We created the winning formula and injected tunes, incorporated dance moves, and built on the qualities that makes Tiktok, Anghami, and Youtube successful platforms for content sharing. This music video, a unique entertainment piece, was strategically allocated to subtly engage and send our brand's message and values across to the intended consumer.

Background

Memaar Al Morshedy a real estate developer struggling to stand-out amongst the overly crowded communication scene. Although communication was redundant, it was still quiet abundant. Zahra, a real estate project, the-perfect-beach-getaway, the-sandy-summer-house, it's uniqueness relied on many diverse entertainment activities that unleashed each individuals true colors and allowed various contradicting emotions to be experienced. Loud parties and calming beaches, quiet gardens and exciting water-activities, a sports club, clubhouse, and an entertainment area arena all in one place. Zahra wanted to be positioned as an all year-round destination. While they had already launched the first extension the previous year the brand saw low brand awareness and recall. The launch of their second extension was a make it or break it. Objectives: 1) Drive project/brand awareness 2) Drive strong brand recall through Tiktok 3) Sell out second extension by first quarter from launch

Describe the creative idea

Our music video was meant to be an entertainment piece, one that would be felt and not only heard. Speaking through the eyes of the youth and their raw emotions, we used every single element to express this fusion and confusion. Our celebrities were handpicked; male and female, ballet-dancer and actor, elegant and charming, and their reputation highly symbolic to the values of the brand. Both voices resonate strongly, extremely recognizable, and iconic. Both have strong presence and are attractive to the opposite gender. Our song lyrics were a metaphorical poem about love symbolized through elements in the project; beach, sands, star-lit sea, and all the entertainment that is offered. Our visuals complemented the metaphorical elements at hand and expressed raw and innocent love emotions. Our music tune also had fast paced and slow paced verses that helped hype up and soothe down our audience.

Describe the strategy

It's hard to grasp that the oldest millennial is now 40 years old, and Gen Z's start at 16yo. This gap along with the relentlessly endless new innovations and technologies brought these two digitally-bred generations closer together. With the internet providing huge exposure to the world; these two generations have a lot in common that can challenge behavioral and cultural patterns. With this large age gap and high individualism, we discovered that belonging was difficult; experienced highly fluctuating and mixed emotions all at once. Our key insight was to bring to light this fusion and confusion, and rather celebrate it. To maintain relevance throughout the generations, we focused on one euphoric feeling; the euphoric confusion.

Describe the execution

Based on our data we revealed the most frequently used platforms by the demographics we chose. We placed our music video on Facebook, Instagram, Youtube and put an emphasis on Tiktok and Anghami, given the fact that they were the most prominently used apps from these two generation. We singled out Tiktok and planned to hero-fy it as a platform, to further emphasize our intended audience group. The platform enabled us to create a new channel of customer acquisition and generated surprisingly high qualified leads, inspired consumers to take action and purchase houses through the platform. An everlasting bond was created with consumers for our understanding of their language and use of digital platforms.

Describe the outcome

With the previous campaign in mind scoring, Zahra second extension launch saw 80-90% scores across all brand attributes, tapping into a new target audience, and hinging on this success to change the communication scene. Zahra quickly sold out, with only 7 houses left in only a few months. Altogether the music video came to express what our intended audience needed to hear, for the first time leveraging on the power of Tiktok real estate houses worth millions were being sold over Tiktok. Reaching millions of views, above-benchmark results with record high 34.7% qualified leads. Youtube saw 76M views increasing on a daily basis, cost-per-lead decreased 45% during the highest seasonality. On Anghami reaching #1 charts with 68% of users 16-29yo. Although the entertainment piece was meant for Egypt, 9 other Middle-eastern countries pitched in with high percentage views and searches. Tiktok uses Zahra as a case study across the MENA.