Blog

Case Study: Amr Diab and Vodafone dream wedding campaign

When we see Egyptians collaborating for random act of kindness, it ignites hope in our hearts again. In their latest initiative together, Vodafone and Amr Diab flicked the festive vibes on social media and many Egyptian brands joined the party. But frankly speaking, its not pure spontaneous gesture of goodwill. It got a marketing flavor 😉 Once again digital engagement showcase how a brand can get massive results at almost no-cost because all the investment was put in the idea. Vodafone and Amr Diab Campaign Story With the upcoming release of Diab’s newest album, Kol Hayaty, long-time Diab partner Vodafone decided to engage users with a simple challenge. Couples were asked to film a short video to a song from the album, to which the best video would win the chance for the service provider p...

Case Study: Real Estate and digital, what kind of content engages?

It’s not new news that digital is a strong contender for reaching massive audiences vs outdoor advertising. This doesn’t stop many brands from putting most of their effort on outdoor billboards and activations while avoiding trying to balance both offline and online marketing. With the local real estate market heavily saturated, with a recent surge in both demand and supply, it is getting harder for companies to keep up and stay ahead of the game with digital. Companies that research well, strategize and plan both online and offline to engage audiences are those that are currently doing well above average. Let’s take Mountain View. The real estate brand has recently been leaning harder towards tactics and content that is meant to engage and gain participation from customers online. It’s re...

Mohamed Salah and the Egyptian Football Association conflict: Different perspective

It has been above the fold, the major crisis that happened recently between the Liverpool and Egypt footballer, Mohamed Salah and the Egyptian Football Association. Starting from Salah’s image that was used to promote Egypt’s official sponsor WE, while he has a sponsorship deal with rival company Vodafone in last April. Also Read ➤ Mohamed Salah leads Vodafone and Pepsi brilliant Ramadan to World Cup transition Reaching the accusation against the EFA; of hampering the country’s World Cup preparations in Russia earlier this summer by flying in celebrities to the team’s hotel. Ignorance and neglect were the main theme of the conflict as pointed out in Mohamed Salah’s Tweets. الطبيعي أن أي اتحاد كرة يسعى لحل مشاكل لاعبيه حتى يوفروا له الراحة.. لكن في الحقيقة ما أراه عكس ذلك تمامًا.. ليس من ال...

Between Disney show and Gouna Film Festival, Narrative may not have a happy ending

According to my eight-year-old daughter, Lara, who keeps inspiring me day after day, stories must have happy ending. Cinderella eventually finding her prince, the beauty falling in love with the beast and the bad witch facing a dreadful fate, we grew up to Disney’s fairytales epitomizing happy endings. Those were Disney’s powerful narratives where storylines misdirected our expectations and eventually fell short of our beliefs . Those happy endings we had long watched on the screen had misguidedly shaped our definitions and confined our ambitions, making us believe that every chapter in our lives must have a good finale.  But we, however, have failed to get to the bottom of this or know what defines a “good” finale and what happy endings truly stand for. Narrative PR Summit cannot have a h...

JWT loses Egypt’s tourism account to local agency Synergy

JWT is off Egypt’s tourism account next week. Egypt’s Ministry of Tourism will not renew the multi-million dollar contract with global advertising agency J. Walter Thompson. The government does not intend to renew its contract with JWT to promote tourism in Egypt, which set to expire on Monday, 17 September, a government source told Enterprise. Throwback 2015 ➤ JWT wins 68M USD contract to promote Egypt in 27 tourism markets The source did not give an explanation as to why the JWT contract was not renewed, but it is worth mentioning that JWT and the Tourism Ministry have been embroiled in a public spat over payment allegedly owed to JWT over the past year. Hany Shoukry [Executive Chairman and CEO JWT Cairo] said last year that the company hadn’t been paid in full for work completed.  ...

6 worth it things to do during Creative Industry Summit [Ramadan Edition 2018]

It’s that time of year again when brands and marketing agencies assemble together to discuss the year’s best Ramadan campaigns, insights and trends. Ramadan continues to be our biggest marketing and branding event of the year, and looks to continue the tradition for many more years. What does change, however, are the trends and insights we use to keep ahead of the curve and reach our audiences. It’s for this reason that an event such as the Creative Industry Summit: Ramadan Edition has become an important go-to for marketing professionals and brands. So, what can you learn from this year’s Ramadan edition?   1. Learn from Christmas Being the most celebrated and most branded holiday, Christmas is the king of iconic holiday advertising. For centuries, Christmas has been developed to be ...

Christian Møller-Holst [Interview]: How CSR can become a profitable business model

Audiences are growing more business-savvy by the day, absorbing knowledge and quickly reacting to it through social media platforms. They have formed tribes and communities according to their beliefs, concerns and causes. They have also become more expectant, expecting companies to become more focused on their causes and concerns. World governments have also looked towards companies to make good examples on how big money can help the little people. Employee and team members have also joined the fight, with a slowly growing number wanting to be more conscious and hoping their companies with join them. Danish entrepreneur Christian Møller-Holst’s Goodwings has been garnering interest with their hotel initiative. The hotel is a novel take on how companies can give back with sustainable busine...

How to Be a Leader: 150 pages to leadership [Book Review]

Literacy and leadership skills aren’t a birthright, they are born from hard work, open minds and experience. This is why we thought a great way to celebrate World Literacy Day, September 8, was to go through a leadership book. We chose The School of Life’s How to be a Leader by Martin Bjergegaard and Cosmina Popa to keep us company on the weekend. Try our book review on ➤ The Subtle Art of Not Giving a Fuck by Mark Manson. The book series has a simple yet compelling minimalistic design, created to be colorful and mysterious to the reader, and does a good job of it. This small book is also filled with interesting stories to drum up your leadership spirit, and tries to provide some alternative or more modern views on leadership. How to be a Leader itself says that “this book was convinced as...

Is Ramadan Celeb Marketing still effective? [Interview]

Celebrity Marketing is always at its highest during the Ramadan Superbowl season, and sadly the approach continues to be the same every year. We all know how much certain brands are willing to save all year for a shot of having dozens of celebrities in one ad spot. It causes the question of whether mass celebrity marketing is still effective when abused, and whether it is still worth it for many brands out there. Answering those questions is Gabriela Lungu, founder of WINGS Creative Lab. With the lab, she has been living a nomadic lifestyle, traveling from one place to another helping creatives all over the world with workshops and sessions. With over 20 years of experience in the fields of advertising, PR and being on the client’s side, Lungu aims to introduce a model to evaluate celebrit...

China’s richest man Jack Ma will retire on his 54th birthday

In an interview with the New York Times Jack Ma revealed his plan to step down as executive chairman of Alibaba on Monday. The retirement makes Ma one of the first founders among a generation of prominent Chinese internet entrepreneurs to step down from their companies. Also Read ➤ Jack Ma advice for young entrepreneurs “He’s a symbol of the health of China’s private sector and how high they can fly whether he likes it or not,” Duncan Clark, author of the book “Alibaba: The House Jack Ma Built,” said of Mr. Ma. “His retirement will be interpreted as frustration or concern whether he likes it or not.” It’s very unusual for a Chinese executive to retire so young. But Ma was mulling an early retirement similar to Bill Gates’ early exit from Microsoft. When asked if his retirement ...

Flex is Ahmed El-Sakka’s New Superpower

Vodafone started a new campaign for the flex tariff named “Flex coins” with the hash-tag [#تعمل اكتر…خليك_فليكس ] starring Ahmed El-Sakka, the action icon in the Egyptian cinema. The idea that El-Sakka is always known as an intrepid fearless guy who is always eager to help people in need, even in his real life, makes him a very suitable choice. He is also known with his crazy love for horses as he even owns his own stables in Sakkara. That’s why the appearance of “Bangar”, the horse, was meaningful especially that it conveyed the sense of speed in Vodafone’s services since horses mean speed. In less than 8 days, the ad hit 8.4M views on YouTube and 4.3M on Facebook. The ad can easily remind you of Will Smith’s comedy movie, Hancock. It has the same theme of the super hero with incred...

The Lamborghini OPPO Find X: Faster is always better

The future of technology has always looked bright as thousands of tech startups and companies battle to make tech easier, affordable and more efficient. Technology continues to evolve to improve the human experience through our experiences through technology. With massive world changing breakthroughs such as driverless cars by Tesla or AI it is easy for big industry changing breakthroughs to go under the radar. One of the most futuristic trends are mobile phones and notch-less screen. We saw the trend with Galaxy’s S8 and S9 and the iPhone X but Chinese phone manufacturer OPPO is shaming the competition with their newest flagship phone. OPPO announced their plans to launch the brand-new Find X in the Middle East and Africa, the launch will take place on the 10th of September 2018 at Armani...