2022 Winners & Shortlists

Why is this work relevant for Social & Influencer?

In order to uplift our product equity we had to associate with talents of high influence on social platforms. We starred the region’s biggest couple: Ahmed Helmy and Mona Zaki. Their reach on social platfroms is impeccable and their platofroms is a home for the brand’s bullseye target audience: Millennials.

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 capabilities. 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 (30% of vote)

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 (20% of vote)

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 execution (20% of vote)

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.

List the results (30% of vote)

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.

Please tell us how the work was designed / adapted for a single country / region / market.

The film was filmed starring two very prominent celebrities that are adored and cherished by the region's audience. The setup in the film was using very real insights that all couples have witnessed in the region, when portrayed in a the film they make the audience think "that is so true" or "that has happened to me". The language, style, and set up of the film is true to the regions audience as we see in the comments received on the films. Using the relevant insight, we showed 4 different executions which are also 4 different outcomes that occur in a real life situation; in our case we linked them with the 4 shooting modes of the phone.