Category: Campaigns

A recent YouGov study focused on issues related to food wastage has found that the top source of food wastage in the UAE, Egypt and Saudi Arabia is left over or discarded food in a restaurant (32%), followed by extra food cooked for celebrations that gets thrown away (30%).

YouGov is one of the world’s leading market research companies, with offices throughout Europe, the US, the Middle East, North Africa and Asia. With our global online panel, suite of syndicated products, and full spectrum of custom research solutions, we offer businesses a more accurate, more actionable portrait of what the world thinks.

OLX Egypt, the leading online classifieds platform, reveals the first of its kind report after monitoring user’s activities throughout the holy month of Ramadan.

OLX platform analyzes users’ behavioral patterns and the platform’s usage peak hours compared to last Ramadan in 2016 through immense amounts of data and statistics available.

Through this report, OLX aims to educate companies and individuals working in the technology and Internet industry about the impact of the holy month on the characteristics of users.

This year, Ramadan started on the 26th of May and ended on the 24th of June 2017. During this period, OLX Egypt had nearly 5 million users on its platform, representing a 55% increase compared to Ramadan 2016 (June 6 to July 5), as they’ve spent an average of 13 minutes per visit browsing the platform’s various sections for property, cars and used items (including Electronics & Home appliances, Kids & Babies, Mobile Phones, sporting goods and bikes, books, Home and Garden), jobs and services. In addition to that, OLX had around 30 million visits to its platform, in other words, Egyptians spent 390 million minutes during this month on OLX.

Commenting on the results of this report, Momtaz Moussa, General Manager of OLX Egypt, said:

“Many companies consider Ramadan to be one of the most important and critical months in terms of influencing users’ behavior and activities in Egypt, as it reflects a new pattern that may help companies focus on updating or adjusting their activities to suit users’ needs during this month. Despite the changes in seasonality, our direction as OLX Egypt does not change, as we remain observant of the fundamental driving behaviors of our users and take these as guidelines that inform our product and marketing strategies.”

Therefore, the results showed that the peak time for browsing during the month of Ramadan this year was at 3:00 pm, while the least active time was during Iftar time at around 8:00 pm. Traffic increases once more during the evening and decreases past 2:00 am until 10:00 am.

It is worth mentioning that the visiting hours to OLX platform this year during Ramadan was very similar with last year’s results, which reflects a certain behavior that users are accustomed to during the holy month of Ramadan.

In the same context, the latest research and statistics done by Facebook in the Middle East and North Africa showed a significant increase in mobile usage during the holy month of Ramadan, with more than 70% of the population in the Middle East owning a smartphone and relying heavily on it during the season for entertainment, e-commerce and other applications related to the month of Ramadan.*

78% of OLX Egypt current traffic comes from Mobile, making it the most popular channel, as more than 517 thousand messages were exchanged through the Chat feature. Also, Chat’s peak hour was at 3:00 pm during the holy month of Ramadan.

OLX also monitored visits to its platform during Eid Al-Fitr on June 25, which indicated that visits decreased on this day by 20% compared to a normal day during the month. Undoubtedly, Eid day is always dedicated to spending time with loved ones, and users try to avoid any distractions.

In December 2016, OLX Arabia app was ranked Egypt’s number one shopping app in App Store and Google Play. As for the general app ranking for all categories, OLX Arabia is among the top 10 apps in Egypt at App Store and Google Play.

The number of commercial spots presented by non-profit organizations during Ramadan is valued at EGP 250 million in Egypt, according to IPSOS report.

The report, which has been conducted for the first ten days of Ramadan, calculated the value of the running commercials by NGOs according to its spots distribution regardless of its industry.

According to sources, it’s well-known that non-profit organizations get a high discount percentage as a CSR contribution from TV channels.

Top Spenders

Hospital 57357 topped the list with 3,692 ad-spots valued at EGP 108 Million, which represents 43% of the total industry advertising budget in the first 10 days of Ramadan; hospital 500 500 comes in the second place with 3,064 ad-spots valued at EGP 56 Million; Magdi Yacoub Heart Foundation comes third with 1,997 ad-spots with an approximately EGP 36 Million; and then comes Baheya Breast Cancer Foundation in the forth place with 1,792 ad-sports with a budget of EGP 21 Million.

The charity advertising budget is 1.6 times the telecommunications industry.

Ad-Spot Distribution

Hospital 57357 advertisements appeared more repetitively on Al-Nahar & DMC channels, while 500 500 hospital chose to appear more on MBC Masr and DMC. Meanwhile, Magdi Yacoub Foundation spent more than 50 percent of its budget on MBC MASR, DMC and MBC MASR 2, and finally Baheya Breast Cancer Foundation spent more than 50 percent of its budget on DMC, Al-Nahar Drama, ON E channels.

Source: e3langi.com

The last day of May will crown the Camon CX craze in Egypt. What began as a social media activation campaign will see three people win the high-end phone. Tecno Mobile Egypt launched the Camon CX on the 24th of April 2017. The launch was accompanied by a social media challenge dubbed #QualitySelfie. Instagram influencers took the challenge head-on and saw it go viral.

Quality Selfie is simply a high quality photo/video taken by the front camera, featuring unique actions (hard to take ones) and has a story to tell.

المهم الثقة يا @JwadKhaled عشان ال #QualitySelfie فن مش عن عن 💪🏼🤳🏼😎 pic.twitter.com/Q7WxDuPSwS

— TECNO Mobile Egypt (@TECNOMobileEG) May 28, 2017

حاجة كده كلاسيك شبه فيديو كليب "منايا"😎
دي #QualitySelfie #MaiIbrahim 🙆
يالا ورينا #QualitySelfie واتحدى 3 صحابك وممكن تكسب #CamonCX 🤳 pic.twitter.com/6cDsVveil4

— TECNO Mobile Egypt (@TECNOMobileEG) May 21, 2017

https://twitter.com/TECNOMobileEG/status/864871341509550081

The hashtag #QualitySelfie has generated over 880 public posts, also already got over 660K views on Instagram. The success has seen Tecno Mobile Egypt come up with a mechanism to repay the Camon CX enthusiasts.

On the 31st of May, technically tomorrow, three lucky contestants will win Camon CX phones as the #QualitySelfie competition comes to a halt.

To participate in the competition, a participant needs to upload 1-minute video with his/her unique selfie concept on the #QualitySelfie hashtag. They are also required to challenge at least three of their friends to the challenge and mention them in the video or in the video caption on Instagram. See Tecno Mobile Egypt competition announcement post on Facebook

If all goes well, 31st of May will see you become the proud owner of a new Tecno Camon CX phone.

BONUS: During Ramadan, Tecno mobile Egypt is offering the CamonCX with a discount to be EGP 3,099 instead of EGP 3,499 EGP.

Save the Children, an international NGO, today launched the “It’s Not the Same For Them” campaign to remind people of the harsh realities that confront Syrian children. The campaign will run throughout Ramadan, across the Middle East and North Africa. It will also target the Arab diaspora around the world.

Save the Children’s campaign is the result of Facebook’s Hack for Good. Facebook created the Hack for Good to celebrate the talent of young Arab creatives and direct it towards a major social issue in the region. The Hack for Good competition took place during Dubai Lynx festival where UAE based students from around the region were invited in March 2017 to develop a Ramadan themed campaign that fits Save the Children’s advertising needs. The goal was to create an initiative that would gain rapid traction across the region and galvanize support.

A panel of leading ad agency executives and creatives selected 16 finalists from a group of 100 participating students. The judging panel included representatives from OMD, Cheil, Ogilvy Qatar, Leo Burnett, FP7 and JWT.

Students were divided into four teams comprising of four members each, and they were also assigned a creative mentor from one of the partner advertising agencies. Each mentor worked closely with the teams to come up with an idea for the campaign. To bring the idea to life, Tall+Short, a boutique design house, led the production and the execution of the campaign.

“These young creatives displayed tremendous passion towards the project. At Creative Shop, we developed Hack for Good to build community, and connect people, which is part of Facebook’s overall mission. We brought together advertising industry partners, an NGO, Facebook teams and students to collaborate and create this campaign. Our hope is that the “It’s not the same this year” campaign will remind our communities about the difficult circumstances Syrian children face ,” said Sameh George, Head of Facebook’s MENA Creative Shop.

“As we all gear up to celebrate the month with family and friends, we wanted to bring the reality of celebrating Ramadan for a Syrian child closer to our hearts. Collaboration builds creativity and I’m grateful to Facebook for bringing all these experts and dedicated individuals to help engage communities in our mission to protect children.” Soha Ellaithy, Senior Director, Gulf Area Office, Save The Children.