Digital Boom

Category: Campaigns

  • Snickers latest in-store campaign pulled off the shelves in Saudi

    Snickers latest in-store campaign pulled off the shelves in Saudi

    In Saudi? Feeling hungry? You may have to wait a little longer to grab a bite of your favorite Snickers. The snack brand, which goes by the tag line ‘feeling hungry’, has been forced to apologize and pull its latest in-store activation in Saudi after consumers complained via social media about the words being used by Snickers on the bar’s packaging.

    Using local terms such as “troublemaker”, “annoyed”, and “careless”, the brand aimed to build on its promise of being the snack that beats away hunger with Saudi consumers. However, the campaign which was launched at the end of last year hasn’t been universally well received by Saudi consumers, with a number of them tweeting their distaste and requesting the Ministry of Trade and Investment take action.

    https://twitter.com/1MOGAT/status/815440057477853184

    In response to consumer complaints the Ministry of Trade and Investment tweeted that it had considered the language used on the Snickers bars to be inappropriate for public use, and that it had called in a representative from Mars, the producer of Snickers, to ensure that the activation would not be repeated.

    Public reaction to the in-store activation by Snickers has been sharply divided. Many young Saudis have applauded the company’s use of the Saudi dialect in a global campaign. Older Saudi consumers have objected to the language used, claiming that it’s not in keeping with the country’s values.

    Speaking to Digital Boom, unconventional brand and marketing advisor Said Baaghil praised the concept behind the campaign, but criticized the brand’s lack of cultural awareness.

    “I like the campaign very much but execution was done poorly,” said Baaghil. “They should have considered all stakeholders, but they only focused on consumers. Today we have mediums that exposes marketing to all, such as social media. Mars, the owner of Snickers, believe that segmentation is dead and everyone needs a candy bar. The insight works very well for them but we need to consider culture, norms and habits when addressing different national groups. When in Rome isn’t always the same as when in Riyadh.”

  • Dorra Endorses Juhayna Pure’s Pomegranate

    Dorra Endorses Juhayna Pure’s Pomegranate

    Tunisian actress Dorra Zarouk joined Juhayna Pure as a brand ambassador, making her appearance at the kick-off event of the new Pomegranate flavor.

    “Proud to be an ambassador for a leading product that provides health and agility like Pure,” said Dorra at the event.

    Dorra Endorses Juhayna Pure’s Pomegranate
    Dorra at Juhayna Pure’s Pomegranate launch event

    Dorra photo session for Juhayna Pure’s Pomegranate

    The new flavor is the latest addition to Juhayna Pure’s juices, which come in orange, apple, cocktail, pineapple, guava, tomato, orange with carrots, mango with peach, and red grapes.

    The company’s selection of the Pomegranate flavor is a result of meticulous consumer research conducted among different segments in the Egyptian market.

    Dorra said pomegranate is her favorite fruit because of its numerous health benefits that ease digestion, treat anemia and headaches, and help preserve skin vitality.

    The celebrity actress endorsed the new product, highlighting the fact that it’s healthier, has more vitamins and is free of sugar.

    Juhayna doubled the sales volume in the juice industry over the past two years, increasing its production capacity to 65%, said Amr Bishara, juice category manager at Juhayna, adding that Pure products grew by 22%.

  • Vodafone’s new Campaign ‘Cheer for Egypt to Win’ Focuses on Fans

    Vodafone’s new Campaign ‘Cheer for Egypt to Win’ Focuses on Fans

    Vodafone Egypt has kicked off a new marketing campaign “Cheer for Egypt to Win” makes fans into active participants ahead of the 2017 Cup of African Nations taking place this month.

    The campaign appeared first on Instagram as influencers flooded the social network with anonymous campaign calling on their followers to support Egypt’s national team using the hashtag #شجع_مصر_تكسب (cheer for Egypt to win). 

    Two out of six commercial adverts were released today, showing glorious moments of Egypt’s national team and hard times in previous editions of the African Cup of Nations – Simultaneously, featuring funny stories of fans who sacrificed their comfort, time and social lives, just to support the national team to win, rewarding them with free minutes and special offers every time the team wins in the 2017’s Cup of African nations, recognizing fans’ continuous support to the team and empowering them to keep the spirit.

    Watch ‘Cheer for Egypt to win’ ads

  • Influencers Cheer for Egypt’s National Team

    Influencers Cheer for Egypt’s National Team

    Top influencers called on their followers to support Egypt’s national team ahead of the 2017 Cup of African Nations in an anonymous campaign using the hashtag #شجع_مصر_تكسب (cheer for Egypt to win). 

    Digital Boom spotted the viral campaign and we will let you know who is behind it once revealed.

    More brands are capitalizing on the power of influencers in digital campaigns. Digital Boom spotted last month a Vodafone campaign, which featured influencers photographed with their idols in the background.

    Here’s sample posts by influencers

    يالاااا يا مصر??❤ #شجع_مصر_تكسب

    A photo posted by Nourhanne Eissa نورهان عيسي (@nourhanneeisa) on

    #شجع_مصر_تكسب

    A photo posted by Mai Ibrahim (@maiibraahim) on

    #شجع_مصر_تكسب YEAAAAAAA???? #DoaaElSebaiii

    A photo posted by Doaa ElSebaii � دعاء السباعي? (@doaaelsebaii) on

    Repost @mohamedmekawy ❤ ・・・ كل الناس بتقول يارب…يارب ⚽ #شجع_مصر_تكسب

    A photo posted by Ramadan Sobhy (@ramadansobhy32) on

    #شجع_مصر_تكسب انا عارف انها متأخرة بس واحشنا إحساس الفوز لمصر. عايزين نشجع مصر و نرجع بالبطولة! ?????? شجع مصر تكسب ?

    A photo posted by B I K O (@bikzo) on

    يارب?? #شجع_مصر_تكسب

    A photo posted by Shafik (@mahmoudshafikk) on

    مصر هاتعملها ولا اييييه ?⚽?? #شجع_مصر_تكسب

    A photo posted by نفيسة بكوغتي (@n_abubakr) on

    مع أني ماليش أوي في الكوره ، بس زي أي حد نفسي أشوف بلدي في كاس العالم و أمم أفريقيا?❤ Despite the fact that I don’t know much about football, I really hope Egypt qualifies to be in the african and world cup #شجع_مصر_تكسب

    A photo posted by Miral Michel (@miralmahilian) on

  • Coca-Cola’s Song For Egypt National Team Amid CAN 2017

    Coca-Cola’s Song For Egypt National Team Amid CAN 2017

    Coca-Cola calls up players’ names for the national team, and the final say is for Hector Cuper.

    The song was crafted creatively with no mention of certain players who have sponsorship contracts with other companies – For instance, calling on Mo Salah, “AS Roma Forward, who has a sponsorship contract with “Pepsi,” the ad mentioned him saying, ” A player who exhausts any defense line, he is coming from Rome, Rome, Rome.”

    Watch Coca-Cola’s Song For Egypt National Football Team Amid CAN 2017

    The song has sparked excitement on social media, and generated over 5 million views.

    How do you rate the ad on a scale of 1 to 5? Where one is terrible, and five is excellent.

  • Du UAE sets off social media privacy alarm bell

    Du UAE sets off social media privacy alarm bell

    Warning social media users of the threatening consequences of sharing their personal lives online, UAE’s giant mobile operator du launched a new public service campaign
    advising people to #PostWisely.

    “Your life is yours until you share it,” emphasized Du in its fear-appeal campaign videos, which featured a series of true-life stories about people who have been subjected to violence, robbery, and abuse because of what they share on social media. [Videos are at the end of the article]

    The campaign also features interviews with celebrities from the region, including Mostafa Al-Agha of MBC Group, Ahmed Al-Shuqairy and others who advised people to watch out for their privacy on social media.

    One video tells the story of a man who was robbed after posting his airplane ticket. Another campaign video features a woman who tried to abduct a newly born baby after watching his parents posts on Facebook. One of the videos featured the story of a 14-year-old girl who was murdered after posting “#HomeAlone.”

    The campaign is a wakeup call for social media users who share their private lives publicly, failing to notice potential serious threats to their privacy and personal safety.

    Watch Du’s #PostWisely videos:

    (Editing by Sara El-Khalili and Ahmed Maher)

  • Vodafone Egypt Brings Generations Together, Unlocks 4G Power

    Vodafone Egypt Brings Generations Together, Unlocks 4G Power

    With Egypt’s popular celebrities passing on experience to their rising younger peers, Vodafone Egypt has launched its 4G service today showing how power can transmit from one generation to the other.

    See Also: Vodafone Egypt Makes Life Easier for the Blind with Innovative App

    Vodafone Egypt’s 4G campaign appeared first on social media, as Instagram influencers flooded the social network on Sunday night with anonymous campaign photos of young rising stars with their idol’s graffiti in the background.

    Power Transcends from 3G to 4G

    The campaign’s video was revealed today, starring eight celebrities in the fields of cinema and sports. Actress Nelly Kareem appeared showing Jamila Awad how to perform one of her famous movie dances, while veteran footballer Mohamed Abu Traika helped the talented Ramadan Sobhy master the game. And actor Ahmed Elsaka was also featured supporting Asser Yaseen, and Squash champion Amr Shabana appeared coaching Ramy Ashour.

    As the strongest 3G network in Egypt according to report issued by the NTRA, Vodafone 4G is empowered by it’s preceding 3G network just like the celebrity stars.

    WATCH: Vodafone Egypt’s 4G TVC

    Growing Campaign Success

    The ad video racked up 400K views on Facebook in less than 10 hours. The advert has also generated more than 20K shares and 31K likes and comments on Facebook – On Twitter, the campaign hashtag is currently trending in Egypt.

    Social media followers interacted positively with the campaign.

    https://twitter.com/TheAdly/status/810811312733356032

    https://twitter.com/Roulakhaleed/status/810896034457063424

    Inspirational Stories

    Vodafone Egypt’s campaign succeeded in showcasing some of Egypt’s most enthusing success stories. The celebrity actors and sports players who appeared on the ad are role models and respectable figures for many Egyptians, adding credibility to Vodafone’s promise of a powerful 4G network.

    (Reporting by Yasmine Madkour; Editing by Sara El-Khalili)

    Have something to say on this story? Share you thoughts with us on social media @adigitalboom

    Have news to share with us? Drop us a line at [email protected]

  • Fern Fans Generate Food Mood-Shifters, Join 20k Challenge

    Fern Fans Generate Food Mood-Shifters, Join 20k Challenge

    Fern launched a new campaign called “#كله_بالأكل_بيفك” (Food shifts the mood); features three characters in three nerve-wracking situations. Fern invites fans to contribute with the food they love, and the best, funniest and most relevant comment will have a chance to win up to EGP 20,000 worth of IKEA vouchers as part of the campaign encouraging them to beat stress by creating mood-shifting food.

    Whether it’s everyday stress, a tense relationship with your mother-in-law or your boss, food can be the answer to all that, simply because everyone agrees that food can shift the mood.

    Capitalizing on Egyptian cultural habits, Fern was able to engage users in the challenge, which also promises free Abu Shakra meals.

    Three-Step Engagement

    Cue: stressed and tensed

    1. Action: shift mood by food

    2. Reward: back in the mood

    3. High Engagement, High incentives

    Watch the campaign

    Credit

    Client: IFFCO Group
    Creative: Mindshare
    Digital: The Hub Advertising

  • Lipton lifts Egypt’s mood with new integrated campaign

    Lipton lifts Egypt’s mood with new integrated campaign

    Engaging more than 9 million consumers in a challenge that aims at spreading positivity, Lipton hopes to create a ripple effect that lifts Egyptians’ moods with more than just a simple cup of tea.

    The tea label capitalized on the success of its original TVC and took to social media to persuade fans to join its positivity challenge by doing something good, sharing it with Lipton, tagging their friends, and convincing others to follow suit.

    Integration

    Around 100 best stories got printed on the tea bags’ labels. “I got my friend the book she loves,” reads one label which carries the quote as well as the consumer’s photo and name.

    Around 100 best stories got printed on the tea bags’ labels

    Lipton’s 4 Steps to Positivity

    1. Do Good

    “When we do something good, we make a difference even if it’s a small one in someone’s day, which lifts their mood and makes them want to do something good for another person who will also do more good,” says Lipton in its ad description.

    2. Share it

    A special website created for the campaign, “Lipton Do Good”, displays several videos that depict acts of kindness, which range from sharing a cup of tea with a stranger to helping an old person cross the street. Visitors are asked to select the video that best resembles their good deed, and write a short description of what they’ve done.

    3. Get everyone involved

    More than 3,500 users and fans shared the good, including influencers such as Nourhan Abubakr, and popular Egyptian websites such as ElCinema, Kora11, Yawmek, and Zedified.

    4. Spread the word

    Lipton designs a GIF for each personal story and asks users to share it on social media tagging two friends using the hashtag #الحد_الأولاني (the first one).

    Campaign Exposure

    The campaign received positive exposure from news and entertainment website like Scoop Empire, Ragel.com, Yawmek, Fustany, Cairo360, Raseef5, elCinema, What Women Want, Kora11, 3ayez Akol, Masrawy, Yallakora, and Cairo Gossip.

    Have a positive story to share? Tell us about it!

    (Editing by Yasmine Madkour and Sara El-Khalili)

  • Orange teams up with influencers to jump start the 4G race in Egypt

    Orange teams up with influencers to jump start the 4G race in Egypt

    After maintaining a very conservative stance with their social media strategy, Orange dipped its toes into the pool of influencers last week, for the very first time. Salma Abu Deif, an influencer of the highest caliber who is famous for her modeling and incredible sense of fashion, appeared on their latest video promoting their brand new 4G service.

    Also read: Orange Egypt signs 4G licence deal worth $484 million

    The video tested different influencers’ knowledge on 4G.  Alongside Salma Abu Deif, other influencers such as Abdoul, Aly Othman and Nurhan Abu Bakr were asked what it is they knew about the 4G service and what they would do with it. Thus, raising awareness on the latest technology to hit Egypt and its importance. The video gained over 21k views and 130 shares in just 3 days.

    In an ingenious twist, Orange paired their video with an activation, telling users to post a 30 second video explaining what it is they know about the new 4G service along with the hashtag #Orange4G. All videos will enter a draw giving 3 people the chance to win the brand-new iPhone 7; a dream for many Egyptians as the iPhone 7 is a highly sought after piece of technology.

    It’s quite obvious Orange began their first experience with influencers with a massive bang and isn’t stopping there. We anticipate many more projects similar to this one and we are looking forward to seeing them work with more influencers.

    Watch the video and take part in the race for the new iPhone 7.