Category: Campaigns

Facebook was buzzing with a supernatural incident posted on two distinct Facebook accounts on the 25^th and 26^th of October.

We all know this might be a prank (considering Halloween), but who knows, maybe that zombie invisibly intended to, you know, “be active.”

At last, it wasn’t a prank! It was the Careem Halloween genius campaign, announcing the ShareTracker new feature!

The campaign was well crafted to grab attention and create a buzz.

The first teaser was a video posted by Mustafa M. Abo Aly’s personal profile to grab attention:

Moreover, comments went crazy, asking what happened.

Even validating and defending its supernatural.

The second teaser was more realistic, a video of a surveillance camera capturing a kiosk man being taken. Mohamed Adnan, who posted the video, captioned it that he knows that man. Since then, he did not see him again. People got terrified, as it looked so real, and the script written for the background voices made it more believable.

People got frightened more…

or went crazy analyzing what happened (one of them got 200+ likes!)

Another got 163 likes.

Another commenter’s gone too far analyzing the timestamps on the video.

Among the comments, there were predictions that this is a social media campaign; some of them got it right:

Then Careem posted a video for the campaign announcing their new feature, “ShareTracker.”

Why is this Campaign genius?

Authenticity: Careem focused on authentic non-branded content created by users like Adnan & Abo Aly, making the content more believable. As a result, it created a buzz!

Shareability: The non-branded content made the teasers more believable and more shareable. The audience kept sharing to get answers to their worries and fears.

Snowball Effect: When the teaser videos were posted, they went viral, raising questions and predictions, even among people who guessed it right.

Fear is a primary feeling: It is common for Egyptians to take a ride with a stranger, so the new ShareTracker feature from Careem helps customers share their rides with their loved ones. Careem is now safer than before (and cheaper; bonus: 20% discount).

Timing: The Halloween theme, along with the campaign primary appeal (FEAR) and timing, was perfectly chosen considering the non-branded teasers.

We cannot help but applause such creative campaigns that take User Generated Content to the next level.

Fatafeat launched “Fight Hunger” campaign, an initiative encouraging the public to join the fight against hunger worldwide. Offering an easy way to raise awareness by supporting the movement against hunger online in order to help families in need.

According to reports, 4,000 people die every hour because of hunger as well as one out of nine children under the age of five dies every year for the same reason. Fatafeat aims to donate to 500 families across the MENA region based on the public’s participation in the “Fight Hunger” campaign.

The ‘’Fight Hunger’’ campaign launches at a critical time when millions of Syrian refugees struggle with hunger with no shelter and stuck between borders. To raise awareness of the issue of hunger in the world and help generate meals for those in need, Fatafeat is encouraging the public to take action online to raise awareness about end hunger around the world.

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Trending this week is Egypt, yet surprisingly smart activation campaign from the real-estate company Mountain View. Maged El-Kedwany appeared in a video sending a message to his fans and Mountain View to find him and pay for his freedom after being kidnapped during Mountain View’s Ramadan New York TV commercial.

The one who will figure out who kidnapped Migo? Where is he? What’s the head of elephant the kidnapper mentioned in the video, will win a trip to one of the three countries featured in Mountain View’s Ramadan TV commercials (France, Mauritius, or New York City).

3.5 million views in 72 hours on Facebook

What makes this activation so unique?

It’s a real-estate activation that isn’t really about real-estate. Instead, it’s a two minutes video of Maged El-Kedwany storytelling his kidnap since his Ramadan ad in NY city with Ahmed Ezz, and it’s already clocked up over 3.5 million views in 72 hours and counting.

The emphasis on the brand is minimal. It’s all about Maged and customers, who will solve the case.

And people started to engage with answers and scenarios:

It’s a break from the usual real-estate campaigns, which use celebrities more or less like to show off how in love they are with the compounds. The activation is a smart example of how brand recall can be done. It’s nice to see a real-estate brand thinks outside the box.

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Egypt’s growing population has rejoiced time and again over the spread of alternative modes of transport. Rather than the classic white taxi whose meter may or may not be running.

Although problems may have risen in comparing the services of these alternative modes. To those of the taxis that have already been roaming the streets of Cairo. What is more noteworthy would be comparing how these alternative modes themselves compete with each other.

To narrow things down, we will specifically be focusing on Careem’s latest campaign, opposing the very similarly executed, Uber’s.

Careem ‘Agmad Captains Fel Sahel’

Careem’s latest campaign “Best Captains in the North Coast” brings three well-known “digital influencers” together – to drive young customers around the North Coast.

Cairokee drummer Tamer Hashem, viral video guru Marwan Younes, and rapper Zap Tharwat. Who have by now proved ability to deliver a solid experience engaging with the customers.

What stands out the most of these videos is how they play on the idea of the relationship between the captain and the customer. The campaign revolves around how captains are more than just “drivers”. And those behind the campaign hit on that point by using Hashem, Younes, and Tharwat. All whom relate to audiences on much more of a personal level.

The level and type of interaction between captains and customers displayed throughout the series. From playing fun little trivia, to having mini rap battles. Were natural and conveyed a truthful depiction of the experience customers actually gain out of their rides. And to point out. These videos never failed to put a smile on one’s face.

Uber’s ‘3ala Feen Ya Negm’

Although we find Careem’s campaign to be well planned and entertaining. We must say that Uber has delivered a similar entertaining campaign that stands out in its own right.

Yet, it’s necessary – in such cases – to pick on certain details that cause one competitor to outshine the other. Uber’s take on their campaign “3ala Feen Ya Negm” (Where to, Mr. Superstar?) had its own edge.

They brought to their screens two of the most prominent public figures in our modern day life. The superstar actress Mona Zaki joined by renowned artist Mahmoud el Esseily on two separate episodes.

The use of such high profile individuals did not serve the aim of conveying the actual relationship between both driver and customer.

Uber’s choice of top-notch celebrities indicates the social gap between top-notch celebs and the middle-class – was plain.

As there were no common grounds on most topics that were bouncing off in both episodes. Interests, perspectives and all-round reactions could not have been more off-beat.

Unlike Uber, Careem was able to connect to their audience on such an engaging level without going overboard. When it comes to budgets and the like, is deserving of praise and definitely pushes them ahead of their game.

It has been brought to light that the most effective way of engaging with audiences, is through heartfelt storytelling.

In conclusion, brands want to tell their story. One which they can find comfort in and which they can share with others. Stories that tie the digital world, bringing human aspects of everyday life on the table. Careem adopted this concept, carrying out roaring success this summer.

There’s nothing like reaching for an ice cold bottle of water on a hot summer’s day, but what do we do with all the leftover packaging? As Egypt’s most popular brand of bottled water, and with the 150th anniversary of its mother company this year, Nestlé Pure Life Egypt decided to launch a competition encouraging innovation in recycling, challenging its fans to flex their creative muscles for the chance to win a trip to Beirut.

The competition launched with an online copy starring six of Egypt’s most popular social media influencers, showing off just how creative they can get with repurposed bottles.

Divided into pairs, the three teams turn their stash of bottles into a skirt, chandelier and throne, reinforcing the idea that recycling can be easy and fun, and that a water bottle’s life shouldn’t end once its contents are gone. Check out the copy below.

Baraka Water launched a new digital video that shows that great things can be achieved with persistence. The three-minute video portrayed the victory moment for Nour El Sherbiny during the world championship for Squash.

The story of the video tells how the 20-year-old Nour achieved her dream and faced all obstacles during the final match, however putting all obstacles aside, she still persisted and kept going until she accomplished her dream and won the title of the first and youngest Egyptian female world champion in squash.

Baraka Water’s release of this video, along with Karim El-Zoghby’s video, proves that the real message is to keep going because both videos portray how persistence leads to achievement, and this is what is needed in Egypt nowadays; young Egyptians should be encouraged to pursue their path no matter how hard and far away it seems.

Credit:

Brand: Baraka Water
Creative Agency: Breakthrough
Media Agency: Zenith