Category: Campaigns

During Ramadan, Careem has raised more than EGP 105,000 in donations made directly through the usage of Careem’s car service application. In collaboration with the Egyptian Food Bank to fight hunger. Career developed a dedicated new car type inside its app allows riders to choose to ride and donate EGP 10 to the cause with every trip.

“We are so proud of what we have accomplished here. Within a week after we launched the initiative, we had 2000 of our riders use the option in the application, which allowed them to donate EGP 10 per ride. Now, as Ramadan ends, we have had over 9,500 rides, and raised more than EGP 105,000. I want everyone to know that through the money they raised, they’ve taken part in feeding nearly 1000 people during this holy month,” said Careem’s General Manager, Hadeer Shalaby.

“The money donated by Careem’s customers through each trip has gone directly into the EGP 90 package prepared and distributed by the Egyptian Food Bank,” said Shalaby, he added “The more rides people took with Careem, the more donations they made, and the more families they have fed. It’s all about our riders we have depend on their generosity to make this initiative work.”

Ahmed Youssef, Careem’s Marketing Manager, explains that “generosity is embedded deep into the company’s philosophy, and their partnership with the Egyptian Food Bank is a part of their CSR program to help and contribute to the society in which it operates. During the first week of Ramadan, Careem raised EGP 20,000, and announced that it had matched the funds it raised, donating a total of EGP 40,000 to the Egyptian Food Bank.”

“What many people don’t know is that our name, Careem, originated during Ramadan and comes from the word “Karam”, which means generosity. Whatever we raised during the first week of operations, we have equally matched in funds”, says Youssef. “We wanted to stay true to our name, especially during Ramadan.” youssef said

To date, Careem has provided thousands of employment opportunities to Egyptian youth, and a stable income to countless families. The job opportunities offered by Careem come at the crucial time when unemployment rates are at their highest, allowing people from all walks of life to observe an honest and alternative employment

Opportunities. At the same time, the company provides an essential service to the community, where hail rides are on high demand.

From ads about El-Dondoo to Sir Magdi Yacoub stealing the light from big brands, this Ramadan was full of fascinating social data.

We collected digital stats for the first 20 days of Ramadan in collaboration with our soul partners at e3langi.com Here are seven of our most interesting finds:

1. Vodafone Egypt’s Ramadan campaign racked up 18 million views on Facebook, around 900K views per day, since its first launched on June 6, to be the most popular and viewed single ad this Ramadan on social media.

Read more: 5 Noteworthy Ramadan Content Consumption Tidbits [Infographic]

The advert has also generated more than 51,000 tweets, and 1.2 million interactions (likes, comments, shares) on facebook, racking the highest number of shares on a single ad spot with 300K shares.

Feedback was mixed, as the campaign received a number of negative conversations, criticizing Vodafone for spending millions on bringing in 11 celebrities in an advert instead of donating to charities, others found it a repetitive message referring to last year’s campaign.

2. Etisalat was the first to enter the media race this year with “Imagine tomorrow”, pulled in 44K tweets for its 4 copies featuring the voice of Asalah Nasry, ad making-video, Arsenal player “Mohamed El-Nenny”, and AS Roma player “Mohamed Salah”. The campaign is considered a re-branding rather than a customized Ramadan ad.

The campaign got 20 million views on facebook so far, as Etisalat is bombarding Egyptians newsfeed(s) with massive sponsored spots on Facebook. Here’s a chart shows the top 5 viewed campaigns on facebook until now:

3. Juhayna got huge social buzz early on with its controversial ad “El-Dondoo”, pulling in 22K tweets in the first three weeks, to be one of the top 5 most talked about campaigns on twitter, after Magdi Yacoub, Vodafone, and Etisalat.

According to Digital Boom reports, El-Dondoo ad generated a mixed feedback, some found it improper, encourages sexual harassment, some other found it funny and the best spot this Ramadan. Juhayna also launched 5 more copies of the three talking babies which generated 5M views on Facebook, as shown in the above graph.

4. Magdi Yacoub Foundation‘s advert blew up on social with one of the most creative, cheerful and optimistic spot — “Draw a heart” campaign aiming for awareness around the importance of donating to cure children’s hearts — helping in generating over than 100K tweets since launched on June 13. Reflection on donations compared to same period last year will be revealed exclusively on Digital Boom by the end of Ramadan. Stay tuned!

More: Egypt Bans 4 Ramadan Ads Over Alleged Ethical Violations

Note: The campaign could have been even more successful if Magdi Yacoub Fondation’s digital team took it online on the right time, unfortunately, the foundation uploaded the ad three days after airing on TV, which caused a big loss in viewership on both facebook and YouTube. Fortunately, that didn’t impact twitter negatively.

5. During the peak of Ramadan, Orange pulled in as low as 6K tweets, some digital experts say that it’s due to timing as it was a bit late. However, the feedback is crystal positive on social according to our reports; people loved the songs, and started to quote it in tweets. It’s obvious too that Orange has a huge focus on Youtube than Facebook, as the campaign generated 7.6 million views on Youtube, to reserve number one most watched campaign on the video platform.

Top 5 viewed campaign on YouTube – Ramadan 2016

6. For the third year in a row, Knorr and Lipton continues to join forces on “Kamel Karamak” CSR campaign, in collaboration with the Egyptian Food Bank. The campaign ad which asking people to donate their extra food to the Egyptian food bank has generated 6 million views on Facebook and a real positive feedback on twitter with a low volume of tweets.

7. During the peak of Ramadan, Pepsi pulled in 3.7K tweets compared with 293 tweets about Coca-Cola. This is considered the weakest ever season recorded for both FMCG corporations in Ramadan.

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Egypt’s first mobile-based charity auction raised EGP 26,000 for renowned heart surgeon Sir Magdi Yacoub’s tie, which he donated to raise funds for the Aswan Heart Hospital that he founded to treat thousands of cardiac patients for free in the country.

The tie was auctioned by Mazady FelKheir (Auction for Good) – a joint initiative between MegaKheir, TA Telecom’s CSR arm and mobile donations platform, and Mazady, the company’s SMS-based auction service that sells consumer products at 70 percent off their market price.

“Bidders brought the price up to EGP 12,400 in the first 24 hours,” said Mohamed Ezz El-Din, Mazady product manager at TA Telecom.

The famous smiling-hearts patterned tie, which Dr. Yacoub himself bought in a fundraiser for the European Heart for Children, was initially auctioned at EGP 900 in the four-day auction that started last Thursday.

With the second charitable auction underway, Mazady FelKheir is offering the complete sports outfit donated by celebrity soccer player Mohamed Zidan for Ahl Masr Burns Hospital, the first non-profit hospital for the treatment of burn injuries in the Middle East and North Africa.

To join the charitable auction, mobile users need to first make a bid in a text message to 6066, explained Ezz El-Din. The minimum bid per text message is EGP 100 and the maximum is EGP 500. Mazady FelKheir bidders can get the latest auction updates by texting “status” to the same number.

MegaKheir succeeded in raising more than EGP 55 million in donations since its launch in 2010, helping many Egyptian charitable organizations in their battle against heart disease, cancer, poverty, and other critical causes.

The not-for-profit platform raises funds for charities through SMS donations and the MegaKheir App, which users can download from the Apple and Google stores.

“We are constantly striving to create new and innovative ways to harness mobile technology and optimize it for the benefit of charitable and developmental work in Egypt,” said Maissera Ellaithy, MegaKheir product manager at TA Telecom.

Social Media Feedback

Charitable auctions on celebrity items are very common across the world. The idea however is still new to Egypt. Mazady FelKheir generated mixed feedback on social media. Some users hailed the idea as innovative, expressing their support and even bidding in the comments they’ve posted. Others ridiculed the idea, claiming Egypt doesn’t need charity auctions.

screenshot from facebook

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The Egyptian Consumer Protection Agency (CPA) put off air the TV commercials of Juhayna, Cottonil, Dice, and Birell on charges of violating public morals and breaching advertising standards, the CPA said in an official statement Saturday.

SEE ALSO: 7 Big Stats That Show Which Ramadan Advertisements Resonated Most

“[The commercials] violated personal dignity; disrespected public taste, customs, and community traditions; breached public morals; and used children to violate advertising standards,” said CPA, adding that it received several complaints from consumers and spotted the abuses through its media monitoring unit.

1. Juhayna – El Dondoo

Juhayna’s TV commercial carried sexual connotations, used children in violation of advertising standards, and misled consumers by implying that the company’s milk is better than breastmilk, said the CPA.

2. Birell

Birell shows a young man peaking into the private area of another man in a bathroom, which breaches public morals, CPA added.

3. Cottonil

Cottonil shows a group of women in underwear, using sexually explicit sound effects. The commercial also violated the law, endangering the lives of children in a scene where a man, a woman, and two children ride a motorbike without helmet protection, CPA said.

4. Dice

Dice’s commercial shows a naked woman’s body in underwear, said CPA. The agency added that it carries many sexual insinuations, promoting immorality and justifying infidelity.

Earlier this week, some optimistic Orange fans stated that Amr Diab will be starring in Orange’s ad for Ramadan.

SEE ALSO: 7 Big Stats That Show Which Ramadan Advertisements Resonated Most 

It appears false rumors, as Orange has released its brand TVC featuring Ahmed Fahmy and Akram Hosny. Watch the full ad

Orange Egypt kicked off its Ramadan campaign with a 22-second Ad promoting the company’s value promo. A voice that sounds like Amr Diab’s appeared in the closing scene saying “No, it’s not over Habebi”. – Rumors said

People on social media noticed Amr Diab’s voice:

Screenshot from facebook

Listen to the last 3 seconds again

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Juhayna’s three talking baby boys TV Ad won viewers’ laughter on the first day of Ramadan as they discuss growing out of breastmilk, and embracing Juhayna dairy as a sign of masculinity.

The commercial advertisements generated 10,000 views and 700 interactions on Facebook, and over 100 conversations on Twitter in the first two hours.

The ad features a baby whining over missing “Eldondo”, which is a new word the advertisers came up with to refer to breastmilk. Another masculine baby responds explaining that he needs to quit Eldondo to grow up and become a man.

The ad ends with an adult’s voice over: “Juhayna milk is number one in Egypt, after Eldondo, of course”.

The same babies appeared in a separate Juhayna juice commercial, which wasn’t as funny as the first.

Credit:
Creative agency Kingtut
Digital agency: Kijamii
Media Agency: Starcom
Brand: Juhayna

اعلان جهينه ضحك فشخ 😂😂

— M7md (@JigsawPolice) June 6, 2016

 

Let us know which Juhayna commercial you like most. Share your views in the comments box below or join us on twitter & Facebook. If you have a news story or tip-off, drop us a line at [email protected]

Quick insight: Vodafone Ramadan TVC “The Big Family” has reached 1.2M organic views in the first 6 hours on facebook. The ad was able to capture 71K shares in a very short time, which qualifies it to generate that sum of views in such a short time.

Many people see it as a super advert because of the squad of celebrities out there, or maybe because of the special appearance of Laila Elwy and Esaad Younis.

Screenshot from facebook

On the other hand, Etisalat Ramadan TVC “30 million celebration” hit 1M views after 23 hours on facebook, which is not 100% organic views.

Screenshot from facebook

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The Prime Minister David Cameron sends his greetings to all Muslim communities for the holy month of Ramadan, in Britain and around the world.

The Full transcript

It’s the holy month of Ramadan – a time when mosques open their doors, community centres welcome in their neighbours, and even churches and synagogues offer up their spaces as Muslims break their fasts – and people of all faiths and none are often asked to join.

Coventry Cathedral is holding its own multi-faith iftar. In Manchester, they’re combining an iftar with England’s European Championships appearance. And homeless shelters up and down the country are holding ‘Iftars with the Homeless’.

Of course, fasting is what comes to mind when we think of Ramadan. It’s part of the month that really puts Muslims’ faith to the test – especially during these long, warm days.

But there is much more to it.

There is all the energy and money people donate to those who are less fortunate and all the extra time spent in prayer and contemplation.

Uppermost in all our minds this Ramadan are those whose lives have been torn apart by the twin evils of Assad and Daesh, all those families spending this holy month in refugee camps mourning loved ones; yearning to go back to school or work; wondering when they’ll return home again.

Our thoughts – whatever our backgrounds or beliefs – are with them. And we must continue to support the people of Syria and the region, as we work towards a lasting political solution. Because that’s who we are as a country. We won’t walk on by. So this Ramadan, let’s renew our resolve to help those victims.

Let’s continue to come together for iftars and community events. Let’s celebrate the proud, multi-racial, multi-faith democracy we live in. To everyone in Britain and around the world – Ramadan Mubarak.

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Vodafone Egypt has launched its Ramadan TVC “The Big Family”. Portraying how people get empowered by their beloved ones not only their families. Vodafone featured a group of 11 celebrities including, Laila Elwy, Esaad Younis, Ahmed El Saqa, Menna Shalaby, Mahmoud El-essaily, Dura, Sheine Abdel-Wahab, Hakim, Sherif Mounir, Ashraf Abdel-Baky and Samir Ghanim.

See also: Vodafone Ramadan Ad Hits 1.2M Organic Views in 6 Hours

Credit
Creative Agency: BBDO
Media Agency: MEC
Brand: Vodafone Egypt

Early feedback is positive on social media.

https://twitter.com/salmaelgholmyy/status/739794042268045312

التايم لاين مقسوم نصين، نص بيشكر في إعلان فودافون ونص تاني بيشتم في الإعلان.. لسه ما شفتش الإعلان، بس فودافون على وضعها يعني

— Ali (@_iAli_) June 6, 2016

https://twitter.com/Dyina3tryis/status/739798253986779136

خايف أقول رأيي في إعلان فودافون الجديد عشان بيعملو سيرش على إسمهم و عاملينلي فولو و بيبعتولي 15 جنيه رصيد كل شوية وهيزعلو

— حــمدي (@ELD0DGE) June 6, 2016

Etisalat kicked-off Ramadan’s advertising race with a brand TV copy, with a song by the Syrian singer Asala in the theme of “#تخيل_بكره” Imagine Tomorrow.

The ad looks back on everyone’s positive memories, reminding people of their success stories and promising a brighter future with Etisalat.

Etisalat also announced the hit of 30 million subscribers. Along with a commercial message in the closing scene offering its customers special gifts for every year, a customer is with Etisalat.

Watch the Ad

The Ad early feedback is positive; however, it’s still too early to measure.

#رمضان_احلي_مع_هايدي اعلان اتصالات حلو السنادي اصالة هي الي بتغني 👍

— Amr Maher (@amr_maher17) June 5, 2016