2022 Winners & Shortlists

Why is this work relevant for Entertainment?

This work has utilized deep insights of the Egyptian youth culture, specifically the SEC-C/D as they are the primary target audience of the brand. The lyrics were architected to communicate the brand's confidence and originality, as well as empower the consumer by addressing their everyday life challenges and aspirations. The genre selected (Mahraganat) is a type of pop-folklore that has an extremely high following within the primary target audience. The artists were chosen according to their popularity in the genre as well as their humble backgrounds made the lyrics resonate much more efficiently with the target audience.

Background

Koning food industry approached our agency to create a digital ad campaign for the launching of their new confectionary line ‘MAXELLO’ including ( wafers, biscuits, cake, croissants… etc). It was important to come up with an idea that’s appealing as well as impressionable to the Egyptian youth. The objective of the campaign was to create brand awareness and position Maxello as a confident brand that will disrupt an already saturated market.

Describe the creative idea

The creative team behind this art piece carefully utilized the right lyrics, best fitting genre and very impactful artists to communicate the brand to its target audience. The chorus is designed to be very catchy, empowering and easy to use in everyday slang amongst the target audience as well as carry the campaign slogan "I'm on Top - أنا على وضعي ". The lyrics needed to address the key aspirations of the target audience and their everyday challenges.

Describe the strategy

The primary target audience for Maxello is C-class within the age group 18-25 years old living in Egyptian cities including Cairo, Delta, Upper Egypt as well as the generalized MENA region market. Secondary target audiences are A and B- class as well as age groups that may be older than 25 years old. The choice of genre and artists was based on they’re popularity amongst the youth, Mahraganat is one of the most listened to genres. Shakoush and Enaba are both well established singers that never worked together. The lyrics and slogan were designed to portrait the confident character reflected on the brand.

Describe the execution

Our approach was to create a hit song that subtly highlights the brand name so the target audience would sing along happily without realizing that they’re being advertised to. A full 2 minute music video was launched on the artists’ YouTube channels as well as Maxello’s social media platforms. Short cutdowns were used to act as reminders and support the campaign as well as highlight the song chorus and slogan for user generated content on different social media platforms.

Describe the outcome

On Youtube, the song managed to climb to the #2 trending video in Egypt despite the face that three other hit song were released in the same week from the same genre, generating over 9M views across the brand's and artists' channels. #Maxello_Challenge (تحدي_ماكسيلو #) took Tiktokers by storm generating about 4M views of consumers mimicking or creating their own dance moves to the chorus.