Tag: Ramadan

Creatives, rejoice! The stage is almost set for the annual Ramadan Edition of Creative Industry Summit. Creative Industry is Egypt’s one and only hub for the creative ecosystem devoted to Egypt’s creatives and their work in advertising, marketing, design, film, photography, publishing, music, and business innovation.

Ramadan Edition 2016 will kick off on the 5th of September at Manasterly Palace, Cairo following the great success of Creative Industry’s annual summit held last April and 2015’s Ramadan Edition.

This vibrant one-day event brings together the movers and shakers of the creative industry, including top creative directors, leading creative executives, brand and marketing managers, drama producers, digital experts and media buying agencies. Discussions will shed light on how these talented visionaries succeeded in standing out amidst the clutter of Ramadan 2016 creations.

Read more:
Taxi App Review: Uber or Careem?
Gold’s Gym terminates Egypt’s Dreamland over body-shaming ad
A15 and Kijamii join forces to create the biggest social media group in MENA
Uber Egypt reaches record of 30,000 drivers, commits to EGP 500 million investment
Kaka donates Orlando worn and signed jersey for Italy earthquake victims
Careem App Raises EGP 105k for Food Bank in Ramadan
7 Big Stats That Show Which Ramadan Ads Resonate Most

Here are six reasons you don’t want to miss 2016’s Ramadan Edition:

1. Be Among a Pool of Creative Industry Experts

600 experts including creative directors, producers, celebrities and those interested in the creative industry are lined up to attend Creative Industry Summit Ramadan Edition to discuss creativity in advertising, drama, and digital marketing campaigns during Ramadan.

2. Meet The Region’s Top Creative Professionals

The 2016 Ramadan Edition brings together a diverse selection of industry professionals and creative experts such as Marian Makary, Head of Communications at Orange, Ahmed Emad, Regional Media Manager, Mondelez International. Tamer Alphonse, Industry Manager for Telecom Sector Egypt & North Africa at Google. Hesham Soliman, Producer and CEO, Hama Film Productions, and Dany Azzi, Creative Director at FP7/RUH.

3. Creative Industry Summit Ramadan Edition’s Full and Exciting Agenda

The Ramadan Edition agenda includes a number of panel discussions, debates, and talks on the most successful ads, drama productions, and digital marketing campaigns during Ramadan 2016.  The Summit’s agenda focuses on topics of interest to those working in the creative industry, such as changing advertising budgets for companies and charities.

4. Draw on Important Experiences and Results to Benefit Future Ramadan Works

For those of you planning future Ramadan works, Creative Industry Summit Ramadan Edition is the perfect opportunity for you to learn from the analysis of this year’s Ramadan works and the experiences of the creative industry.

5. Be Part of a Social Discussion on the Impact of Drama and Digital Marketing on our Local Culture

We need to start talking about the new norms and effects dramas and digital marketing have on our culture. At Creative Industry Summit Ramadan Edition experts will delve deeper into this topic discussing the apparent cultural shifts creative industries changed in our society.

6. Examine the Most Prominent Creative Issues in the Egyptian Market and the Middle East

At Creative Industry Summit Ramadan Edition, experts will examine issues such as the focus of creative works during Ramadan in comparison to the rest of the year and its impact on the different media channels and those working in creative industries.

Visit www.creativegypt.com to catch the late bird registration for Ramadan Edition 2016 and follow #CreativeIndMENA for agenda updates.

 

June or maybe we should call it Ramadan this year.

Many brands celebrated the holy month and all, mainly telecom operators created customized ads – showcasing a true creativity.

Here’s a round-up of June’s top 10 most watched ads according to “YouTube ads leaderboard”.

10. KitKat Mini Moments Ramadan 2016 Ad

Five types of KitKat in one bag of happiness that makes for a festive treat.

CREATIVE AGENCY JWT
MEDIA AGENCY Starcom Mediavest Group
BRAND KitKat Arabia

9. STC Rayeh Rayeh S3 Ep4

The guys visit their Egyptian friend’s home and dinner goes all wrong to funny effect.

CREATIVE AGENCY JWT
MEDIA AGENCY Starcom Mediavest
BRAND STC

8. Complete Your Generosity: Knorr Arabia Ramadan Ad 2016

Knorr Arabia asks us to donate food that is not consumed during the holy month.

CREATIVE AGENCY JWT
MEDIA AGENCY Starcom Mediavest
BRAND Knorr Arabia

7. QNB Ramadan Ad 2016

A musical, endearing ad about a boy’s quest for sweets during Ramadan.

CREATIVE AGENCY Caviar
MEDIA AGENCY BPG Maxus
BRAND QNB

6. Orange Ramadan Ad 2016

An uplifting, beachside ad about Ramadan at the picturesque marina in Egypt.

 

CREATIVE AGENCY Leo Burnett
MEDIA AGENCY UM MENA
BRAND Orange Egypt

5. Zain Ramadan Ad 2016

With a fairytale quality, this ad embraces a sense of community during Ramadan.

CREATIVE AGENCY Joy Productions
MEDIA AGENCY Mindshare
BRAND Zain

4. STC Rayeh Rayeh S3 Ep3

After a day spent helping an old lady in need, the boys seek some downtime on a boat – all with their friend digitally in tow.

CREATIVE AGENCY JWT
MEDIA AGENCY Starcom Mediavest
BRAND STC

3. STC Rayeh Rayeh S3 Ep1

In this webisode, the guys search for their Egyptian friend Mohamed and end up in unexpected places.

CREATIVE AGENCY JWT
MEDIA AGENCY Starcom Mediavest
BRAND STC

2. Imagine Tomorrow with Etisalat

Scenes of first birthdays and wedding dances will tug at your heartstrings in this sentimental ad.

CREATIVE AGENCY Tarek Nour
MEDIA AGENCY Initiative Media
BRAND Etisalat Misr

1. Big Ramadan Families

An ad with a musical theater flair that’s about family including relatives, friends and neighbors.

CREATIVE AGENCY Leo Burnett
MEDIA AGENCY MEC
BRAND Vodafone Egypt

Disclaimer: YouTube Leaderboard top ads are determined by an algorithm that factors in organic and paid views, watch time and audience retention.

Have something to say on this? 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]

Here’s an infographic that shows five interesting facts based on Ramadan video-content consumption analysis on Facebook.

Analysis done by our partners at Minitrics, a facebook video analytics tool.

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]

Giving to charity is becoming easier and more accessible to Egypt’s shop goers through a new donations card introduced by Waslet Kheir.

Kart El Kheir (Charity Card), which comes in a range of colors associated with multiple monetary values, can be purchased from supermarkets, pharmacies like El Ezaby, and a number of pastry shops like Nola Cupcakes. Waslet Kheir aims at providing a unique service that helps givers donate instantly, whenever and wherever they want.

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.

Have something to add? Please drop us a line in the comments box below, or join us on facebook or twitter @adigitalboom

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

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]

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

Share your views in the comments box below or join us on twitter or Facebook

If you have a news story or tip-off, drop us a line at [email protected]

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]