Brand | BANQUE DU CAIRE |
Product/Service | BANQUE DU CAIRE |
Entrant | KIJAMII Cairo, EGYPT |
Idea Creation
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KIJAMII Cairo, EGYPT
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Production
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KIJAMII Cairo, EGYPT
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Post Production
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THE CELL POST PRODUCTION Cairo, EGYPT
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Post Production 2
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GEMINI STUDIO Cairo, EGYPT
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Post Production 3
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THE GARAGE SOUND STUDIO Giza, EGYPT
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Why is this work relevant for Integrated?
To help Banque Du Caire claim their position as the main / top sponsor of sports "Sponsor of Egyptian Champions" among a competitive landscape of other sponsors in differenent sectors, we launched a fully integrated campaign multiple channels including TV, Digital, Print, Digital PR, and outdoor to reach a mass audience continuously across multiple touch points for the duration of the campaign, and to rally Egyptians to support the athletes competing at the Tokyo 2021 and beyond. The campaign also had a highly-engaged digital activation extension under the hashtag "Sponsor of the Egyptian Champion" .
Background
Despite constantly bringing home the medals, athletes from sports other than football suffered through decade of neglect, in comparison to the massive support given to football across the years, despite their mediocrity in international championships.
Banque Du Caire, Egypt's third largest governmental bank, has been an active sponsor of various sports for many years as part of its brand awareness strategy, including some of the country's top and most awarded athletes, however they did so silently and now needed to go national with a Sports/Corporate branding integrated campaign highlighting BdC’s sports sponsorships and the role of BdC in supporting the Egyptian representatives at Tokyo 2021.
Describe the creative idea
How do you get Football fans to pay attention to non-Football champions? Simply talk about other non-Football Champions using Football language.
We collided both worlds, created a verbal and visual fusion to compare them to each other through a popular football figure who is know for his honesty and bluntness to make that comparison and admit the truth; that non-Football champions has the upper hand, asking Football fans to cheer for them.
Describe the strategy
To highlight BdC's role as an active sponsor of sports in Egypt, while spotlighting the importance of supporting the country's athletes in their Tokyo 2021 mission, we chose to leverage on the insight that Egyptians supported football more than all other sports, despite the mediocrity of its results on an international level, and face our audiences with the ironic reality and fact that these athletes were the ones bringing home the medals.
And what better way to deliver this message but through an international football figure - Ahmed Hossam Mido - who calls audiences out on their misplaced support, while showcasing the other athletes' achievements under the statement of "whatever we do, they do better", while urging audiences to support them as much as they supported football.
The campaign prominently featured 11 real athletes on their Tokyo 2021 preparation journeys to bolster its authenticity and credibility.
Describe the execution
A fully-integrated campaign was launched, led by a hero film pushed online and on TV, in addition to a nation-wide outdoor campaign, celebrity endorsement, digital engagement activation, and print.
The campaign launched a month before Tokyo 2021 and gained national traction and recognition for its message and gained traction online under the "Sponsor of Egyption Champions" hashtag, as it was used and amplified by pages and accounts from across the content spectrum.
Sealing the campaign's success was the fact that the Egyptian athletes spotlighted in the campaign scored 13 Medals during the Olympics and Paralympics, and two World championship titles within the following month.
List the results
Digital Results
21 Million Views in 20 days
40 Million + Total Impressions
10 Million + Total People Reached
49% View Through Rate
Active campaign hashtag endorsements by all chosen sports pages on Facebook
Credits
Hatem El Awa |
Kijamii |
Writer and Director |
Omar Shoeb |
Kijamii |
Head of Account Management and Creative Content |
Muhammed Daoud |
Kijamii |
Director Of Photography |
Sarah Ashraf |
Kijamii |
Senior Account Manager |
Aliaa Kamel |
Kijamii |
Account Manager |
Malak Ali |
Kijamii |
Senior Account Executive |
Soliman Asaad |
Kijamii |
Executive Producer |
Rana Zaki |
Kijamii |
Head of Production |
Ahmed Ezzat |
Kijamii |
Line Producer |
Khaled Khafagy |
Kijamii |
Senior Graphic Designer |
Tasnim Mustafa |
Kijamii |
1st AD |
Asem Sharaf El-din |
Kijamii |
Art director |
Jihane Farouk |
Kijamii |
Stylist |
Mohamed Hamzon |
Kijamii |
Focus Puller |
Emad Ghatas |
Kijamii |
Production Manager |
Elaria Naeem Waheeb |
Kijamii |
Assistant Art director |
Bassem Lotfy |
Kijamii |
Sound unit |
Ahmed Shaaban |
Kijamii |
Clack |
Sherif El Wesseimy |
Kijamii |
Music |
Ahmed Assem |
Kijamii |
Editor |
Sherif Fathy |
The Cell |
Grading |
Essam Salama |
The Cell |
Post MD |
Hosny Ali |
The Garage Sound Studio |
Sound design |
Mohamed Elkady |
Gemini Studio |
VFX |
Ahmed Ali Elhabashy |
Gemini Studio |
VFX |
Omar Magdy |
Kijamii |
Photographer |
Bahy Aboelezz |
Kijamii |
Chief Operating Officer |
Heidi El Nahas |
Banque Du Caire |
Head of Corporate Communications and Sustainable Development |
Kareem Hatem |
Banque Du Caire |
Marketing Executive |
Sherif Medhat |
Banque Du Caire |
Head of Marketing Communications |
Menna Essam |
Kijamii |
Group Accounts Director |
Noha Eid |
Kijamii |
Senior Art Director - Digital |
Amir Ibrahim |
Kijamii |
Digital Content Copywriter |
Links
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Video URL
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