2022 Winners & Shortlists

Why is this work relevant for Entertainment?

For our campaign to break through the clutter in Ramadan, a season known for endless entertainment and content, our commercial itself has to be in a form of entertaining content. This campaign crafted several creative films portraying an unexpected side of a controversial football celebrity's life away from the football field, creating an interesting story and joke, one worth sharing. Convincing our celebrity to embrace the controversy and address his infamous trait for missing chances was beyond anyone's expectations. Our ad went viral over social media and extended to meme pages, football blogs, shows and created conversation over multiple media.

Background

There's a story you always hear from an uncle, about how he missed a chance to invest in a property in what now is the wealthiest districts of Cairo, one day when it was just an empty piece of land and cost almost nothing. With new cities, prices skyrocket in a very short period of time, and if you're one of the lucky early investors, you surely have seized a once in a lifetime opportunity. NJD are building houses in the new administrative capital which is Cairo's new WIP capital, expected to be fully-functional in a couple of years. NJD are offering a chance to invest in a property in the new capital with great ROI over a short-period of time and easy payment terms and guarantees. Objectives: Raise awareness about NJD and the investment opportunities they offer. Gain the attention of our target in a cluttered market and season.

Describe the creative idea

The insight Marwan Mohsen the Egyptian football team striker hasn't scored in over a year, missing a lot of chances along the way. Every time he misses, social media goes crazy and Marwan is the talk of town. The concept NJD are offering a once in a life time chance to invest in the new capital. This chance is too good, even the man who misses all chances will not miss this one.

Describe the strategy

New Jersey Developments want to raise awareness about the brand and investment opportunities it offers amidst a very cluttered Ramadan season. Egyptian culture and norms dictate that men are solely responsible for buying a house for marriage, even older married men are expected to help their sons when it's time for them to get married; Therefore men make up almost all of the real estate customer purchasing power and are the majority interested in real estate investment. (95% of property in Egypt is owned by men.) Football is dominantly the most watched sport in the country by males across all age groups. Therefore a creative piece of content relevant to football fans paired with the right choice of a celebrity is guaranteed to break through the clutter and resonate with our target audience in a season like Ramadan.

Describe the execution

Our ad featured a story about Marwan Mohsen our celebrity, sitting in his living room and receiving a tele-sales cold call from a real estate agent offering them the chance to invest in the new capital with NJD, he's uninterested at start, the agent helplessly tries to convince him, and then she begs him not to miss the *chance*. Upon pronouncing the word "chance", Marwan is triggered and gets flashbacks of all the fans yelling at him in disappointment for missing all the previous chances. In a moment of PTSD, Marwan is convinced not to miss any other chance and accepts the offer to invest with NJD, a chance nobody wants to miss. This was a 10-day campaign, launched in the final 10 days of ramadan in greater Cairo. Aired over TV and digital, with strong focus on airing the ads in match halftimes.

Describe the outcome

The ad went instantly viral, with hundreds of football blogs reposting it and the conversation growing like wildfire on social media as well as football tv shows. The ad was the #2 trending topic on Twitter and made it to the trending list on Facebook mid-Ramadan, gaining higher views and engagement than all of the other high spending competitors. This was NJD's most successful piece of communication ever in terms of organic engagement, viewership and virality. 2.5M+ Views on FB, 3.83M Content interactions 20+ Influencers organically joined the conversation. Featured in 18 Articles on the most prominent local news outlets. Discussed in multiple talk shows on ONTIME SPORTS, the exclusive Egyptian league covering channel. Brand mentions increased by 1095% Highest brand mentions ever in a single week.