Digital Boom

Category: Campaigns

  • Etisalat Mocks Vodafone’s Ramadan TVC

    Etisalat Mocks Vodafone’s Ramadan TVC

    As the telecom war continues in Egypt, Etisalat Misr released their Ramadan TVC, mocking Vodafone Egypt’s Ramadan family ad.

    Etisalat hired the famous genie featured in Vodafone’s prepaid campaign early this year. Etisalat Ad is sending multiple messages: Vodafone’s high-budget ad; better things than a lovely song, a better offer for you, and more.

    That wasn’t expected from Etisalat after three years of average-quality ads in Ramadan. People expected something different this year. The ad concept isn’t new, as Etisalat introduced a similar one a few years ago, in addition to mobinil this year.

    Etisalat Quick Reaction & Smart Tactic 

    It is obvious that Etisalat thought & acted fast; in 3 days, Etisalat was able to think, prepare, and execute their counterattack TVC.

    Etisalat didn’t upload the TVC on youtube or any other video platform; they let people upload and create the buzz.

    Why Etisalat’s Idea Isn’t Perfect? 

    • Criticizing competitors over high-budget TVCs is not a good idea as brands tend to overspend in Ramadan; Etisalat does that too.
    • People want to see positive ideas as opposed to negative ones.
    • The genie was overused by mobinil & Vodafone.
    • Etisalat’s value offer is much less than that of Vodafone.

    Etisalat Mocks Vodafone TVC 

     

    Let us know what you think of this case. Will Etisalat release something else this Ramadan?

  • Huawei Joins Ramadan Advertising Race

    Huawei Joins Ramadan Advertising Race

    The beauty of Ramadan advertising is that you don’t always need to get overly creative to come up with an effective marketing campaign. By emphasizing the spirit of Ramadan, you are presented with an endless pool of ideas.

    Going down the memory lane and reminiscing on our Ramadan experiences is the main concept of Huawei TVC for Ramadan this year.

    The TVC showcases details that evoke positive and happy feelings from our childhood. From the first time, we started fasting to Ramadan decoration through different social gatherings and dinner parties.

    Watch Huawei Ramadan TVC 2015

    https://www.youtube.com/watch?v=zgSdKcQmDrA

    Simplicity is power, and with the tagline “الكلام يحلي في رمضان مع هواوي,” Huwaei succeeded in producing a campaign that capitalizes on family, friends, and togetherness in an easy, unpretentious fashion. With 2.14 minutes, the TVC, however, risked being too long, too detailed. Huawei TVC this Ramadan also missed a hashtag to help create buzz on social media and integrate between its offline and online advertising campaigns.

    Huawei got my attention last March with its Mother’s day advert, a huge hit on YouTube. Read here my review on Huawei Mother’s day TVC. Let’s wait and see how Huawei Ramadan TVC will be received this year.

    Ramadan Kareem!

  • Vodafone Kicks off Ramadan 2015 Media Race

    Vodafone Kicks off Ramadan 2015 Media Race

    Vodafone Egypt kicked-off Ramadan’s media race with a brand TVC. The ad theme “قوتك في عيلتك” is portraying how people get empowered by their families. Vodafone featured a group of celebrities and their families, such as Hussain and Mostafa Fahmy, Mohamed Adaweya and his father Ahmed Adaweya, Emy Samir Ghanim her mother Dalal Abdel-Aziz, and more.

    Vodafone Egypt Ramadan TVC

    Vodafone Brand Ad Early Feedback on Social Media

    The Ad early feedback is positive. However, it’s still too early to measure. Keep up with us for a detailed sentimental report soon.

     

    Let’s see how other brands will showcase their campaigns’ competitive edges.
    Stay tuned; Digital Boom is having many surprises, special reports, and live coverage for you this Ramadan.

    Ramadan Kareem

  • Hyundai Sends a Message to Space

    Hyundai Sends a Message to Space

    When Stephanie started missing her dad she never thought this will happen!

    Stephy’s dad has one of the weirdest jobs in life… ” An Astronaut “, yes, he works in space not like any other regular dad and stephanie does miss her dad a lot as she cannot see him and this time she wanted to send him the ” I LOVE YOU ” message, but she did not think this would be possible while she is here on earth and in that way too!

    Hyundai Sends a Message to Space

    Hyundai heard about her story and went beyond “EARTH” to deliver her message to her dad, they brought 11 Hyundai Genesis cars and sent them to the desert and did all the programing to write-up the word ” Steph <3’s you! ” up to a size her dad can see the message from space and the result was astonishing.
    This message was officially acknowledged as “The largest tire track image” by the Guinness World Records.

    a huge applause to Hyundai for achieving this record, they hit 5 birds with 1 rock:

    1. Making the girl happy
    2. Achieving a world record
    3. Create a viral campaign (9 Millions view till date and counting in less than a week)
    4. Indirectly promoting their new Genesis.
    5. Post activity activation on a micro website where you can write your own message and a dedicated video will be created for you to share it on your social networks (check the link below)

    Perfect campaign for Hyundai

    Create your own message to space here “Click the photo”
    Screenshot from Hyundai website

    Watch the Video

  • Amazon Has Gone Retro and Google Maps Using PAC-MAN

    Amazon Has Gone Retro and Google Maps Using PAC-MAN

    Google and Amazon have kicked off this year’s April Fool’s Day with two out-of-the-box ideas. The famous e-commerce website, Amazon covered its homepage with an old style from the year 1999, while Google Maps introduced the PAC-Man game as its new navigator through locations.

    Amazon’s homepage shows a 90’s style stating that it’s April’s Fool

    April's Fool, Amazon
    Amazon – April’s Fool 2015

    Google has introduced a new way for navigating through its Google Maps using PAC-MAN game

    Google Maps using PAC-MAN Send us more creative ideas celebrating the April Fool’s Day.

  • Durex Are Really Enjoying Earth Hour

    Durex Are Really Enjoying Earth Hour

    Millions of people around the world will turn off the lights for 60+ minutes on March 28 at 8:30 p.m. as part of Earth Hour global movement – Earth Hour is an annual event that aims at raising environmental awareness, achieving an impact and changing policy.
    Major landmarks go dark as part of Earth Hour every year. Lights go off at the Sydney Opera House, Pyramids, Eiffel Tower, Empire State Building, Las Vegas Strip and many other landmarks.
    Popular brands in the MENA region know well how it’s important to take advantage of global events, especially those who aim to improve the quality of the human kind life. Brands try to maximize the benefit out of the event with better integrations and out of the box ideas.
    This year, we didn’t find many brands taking the opportunity to celebrate the Earth Hour with social media activities, event countdown, or special events in-line with the movement. Durex did, by integrating the brand with the atmosphere of Earth Hour which is lights off NOT the concept of changing climate change! Durex came up with an in-line campaign with the movement called “Turn Off To Turn On”, represented in the hashtag #TurnOFFtoTurnON
    Durex Arabia Facebook

    Durex started the campaign 10 days before the Earth Hour to maximize benefits out of the event.

    Sample posts from Durex Arabia campaign on Facebook
    https://www.facebook.com/DurexArabia/photos/a.165545056844539.42225.158022960930082/819834474748924/?type=1
     

  • Case Study: Juhayna Cheering for Egyptian Mothers

    Case Study: Juhayna Cheering for Egyptian Mothers

    Drawing a smile on viewers’ faces, Juhayna ’s television advertising campaign was able to capture life’s best and most cherished moments.

    The Television Copy (TVC) succeeded in portraying the phases mothers go through, emphasizing their endurance and sacrifices in the journey of life – from infanthood to adulthood.

    The TVC shows mothers striving to make their families happy, successful and healthy. “Motherhood is not easy. But it is worth it,” Juhayna emphasizes in its TVC slogan.

    Disseminating a meaningful and positive message, Juhayna’s smart approach cheers for the endless efforts exerted over the years by mothers. The TVC encourages moms to keep going, cultivating a sense of gratitude for mothers’ unconditional love, giving and generosity.

    Watch The Ad

     Successful launch on Facebook

    The campaign marked the launch of Juhayna Dairy’s Facebook page in May 2014 – a brilliant approach to establish a strong start on social media.

    Juhayna branded all its social media posts with the cheering for motherhood theme using the hashtag ‫#‏شجع_ماما, which encouraged gratitude and offered useful and inspirational tips for mothers themselves.

    Although Juhayna Dairy earned +450K fans on Facebook and a decent number of interactions, it still hasn’t reached everyone. The company could have increased interactions with at least 1000% if the right broad social media plan had been implemented.

    Lost Opportunities on Twitter & Instagram

    Social Media isn’t limited to Facebook and YouTube. There are so many platforms to generate buzz around a brand. Twitter, for example, mentioned the brilliant Juhayna Dairy TVC using the hashtag #شجع_ماما. But unfortunately, Juhayna Dairy isn’t active on twitter to set the stream on fire. There is a lot of potential on Instagram too.

    Instagram, Vine & Keek are also potential platforms. People could be asked to share their precious moments with their mothers — Instagram photos, & short vines & keeks — to activate the brand’s campaign on different platforms.

    Juhayna needs to adopt a deeper digital media strategy to seize future opportunities.  A look at the company’s official website shows how difficult it to relate the website to any of Juhayna’s advertising efforts. Nothing could be found on current or past campaigns, which is considered a waste. The primary objective of being on social media is to drive leads to your website and build a stronger relation with your audience. Juhayna developed a successful campaign but it needs to develop the company’s website to be able to go beyond B2B and reach out to B2C.

  • Pepsi Masr Tops Ramadan Ads 2014 With Nostalgia

    Pepsi Masr Tops Ramadan Ads 2014 With Nostalgia

    Pepsi has been hitting with its new nostalgia ads. Will it make a home run?

    Over the past years, Pepsi’s global direction has been to invest in getting celebrities; to affiliate its brand name with popular figures, especially in football. But is this direction engaging people in the new digital era? Does it make it easy for the brand to pick up on the community’s online content and build stories around this platform? Apparently not.

    Flashback — Pepsi Ramadan Ad Campaign 2013

    Last Ramadan, Pepsi surprised its audience with a new nostalgic direction. They brought back Bougy & Tamtam along with some of the Egyptian oldies like Foaad El Mohndees, Nelly, and Fatouta under the theme of “Yalla Nekamel Lametna.”

    The ad was brilliant especially given that it was supported by a very emotional music score composed by Hassan Al Shafie. Everyone thought that Pepsi was getting back on track with a trove of nostalgic stories in the online world, which was perceived as the perfect opportunity for them.

    Missed Out

    Pepsi decided to use the oldies characters to build some basic stories without including their audience or giving them space to share their nostalgic moments online.

    Though the ad picked up over 2 million views on YouTube (most of the viewership was definitely paid), the audience was still waiting for more. They were waiting for stories to engage with and a space to share their memories.

    Pepsi Ramadan 2013

     Nostalgia is a science

    Nostalgia ultimately helps people feel better. If you do some research you will find that nostalgia is a science. You will also find that psychologists conducted a lot of research proving that most people experience nostalgia at least once a week, and often three or four times: either happy, sad, or lonely feelings.

    Another study indicates that nostalgia is universal, experienced across all cultures, and actually increases self-esteem and ‘social connectedness,’ which relates to feelings of being loved and protected.

    Actually, playing hit songs and memories from the past and giving people lyrics make them feel loved and that life is worth living.

    Brands must consider that many people are turning to social media for increased connectedness to fight boredom and to generally feel happier. The question here is why wouldn’t you do the effort to build on this?

    And Here Comes Pepsi Ad Ramadan 2014

    Pepsi took a great step in building on last year’s campaign with a new nostalgic ad starring George Sedhom, Hesham Abbas, Hamed El Shaery, Nagwa Ibrahim, The Four-M, and Shereen among others.

    The music is brilliant as expected. They produced another Duetto song by Hisham Abbas and Hameed El Shaery – infamous for their oldie song “Ayenee “ with their popular dance.

    +500K YouTube ‘organic’ views in less than 24 hours

    This tells us that the ad is really brilliant and extremely booming, we think that the viewership will hit 1 million by tonight without any paid views.

    On Facebook & Twitter: Pepsi topped all topics, news, and conversations in Egypt on July 6th.

    In less than 2 hours from publishing the video ad on YouTube, Egypt’s Facebook & Twitter timelines have been altered 180 degrees from those negative conversations about gas & goods prices up to “Pepsi’s new nostalgia ad”.

    Ramadan campaign hashtag (#يلا_نكمل_لمتنا) and Pepsi keywords topped the trends in Egypt

    Egypt’s trends 6th of July

    Pepsi Nostalgia 2014 targets 70’s, 80’s, and early 90’s

    A stunning opportunity

    Pepsi has a great opportunity to fix what happened last year. Don’t miss out on it. Your audience has lots of expectations.

    Here are some basic ideas anyone could think of that you would really need to execute digitally:

    You could inherently play on nostalgia by documenting a period of our lives and moments by the month and the year. Make it easy for us to look back through old conversations and photos via a separate platform/website linked to Pepsi social assets. You can start by highlighting the memories you already brought in your copy then give your audience the space to play a part. This can be done through the following steps:

    Listen

    You should listen to your community’s conversations through the provided platform even if it’s only a hashtag. t is preferable, as mentioned above, to have a visually appealing platform documenting different moments by categories.

    Engage:

    Start by picking up on those conversations and ask for more. Make it fun and easy for them to share these moments through a defined process.

    Re-Generate:

    You could easily regenerate these stories and re-post them on your social assets with a unique style.

    Enable:

    Finally, you should never miss the power of the audience’s stories. Filter those stories and feature the best of them may be in a new ad copy or a unique attractive platform. It’s time to include your community in your content creation.

    Don’t miss out on it again and do a giant Fanous activation in a big Egyptian square. Yalla engage with your people and pick up on their online conversations.

    Written by: Bassem El-Hady & Ahmed Maher

    Edited by: Nadine Hafez

  • Hello Happiness phone booth: A debatable Initiative

    Hello Happiness phone booth: A debatable Initiative

    Coca cola is one of the world’s most loved brands, but in the UAE it’s not the market leader. The company decided to increase brand love by launching an initiative which targets the country’s large asian population, most specifically the blue color workers, who leave their families behind and comes to UAE and in search of a better future.

    This segment usually only targeted with basic freebies and generic prizes, Coca Cola tapped into an insight that the workers can truly related to.

    Coca-Cola decided to spread a little happiness by helping these Asian workers connect to their families back home more often.

    “The call costs $0.9 per min. and those Asian laborers average wages is $6 per day.”

    Hello Happiness phone booth was created. Smartly turns the Coca Cola bottle caps into currency to be be used as a currency to call their families through the Hello Happiness phone Booth.

    Over 140,000 minutes were logged in the first 30 days. The video got over 820 million media impression as it was picked up by international media, bloggers, after becoming the UAE’s top trending topic online.

    Coca-cola estimated the brand love increase by 13.5% after the campaign.

    The Debate – What Have People Said About Coca Cola Initiative Online?

    We’ve scanned the web for real feedback about the initiative in Dubai, here’s a summary for what was being said:

    Sentiment Analysis – Hello Happiness by Coca Cola Dubai

    • 45% praised the initiative for creativity and humanity
    • 55% who disliked the initiative have a lot to say about slavery, poverty, bad marketing, Coca Cola real intention is to increase sales, Coca Cola is destroying poor people’s health by misusing them for marketing? A Coca Cola bottle costs $0.5 while $0.9 per min., so you’re not helping, you’re increasing sales, and more from people to be displayed next, please continue reading…

    Verbatim/YouTube:

    Debate on YouTube

    In a post by MENA Tech on Facebook, People expressed their dissatisfaction and anger toward Coca Cola’s latest marketing campaign “Hello Happiness”.

    Negative Verbatim

    on Twitter

    Volume of negative tweets is low, the campaign didn’t make that propaganda on Twitter, however, we’ve been able to capture some of people’s concerns around the campaign as following: