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Aliens Campaign: Cadbury escapes planet earth and Egyptians aren’t happy

Customization marketing is an important and crucial aspect of marketing that many of us forget to take into consideration. Marketers…

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Customization marketing is an important and crucial aspect of marketing that many of us forget to take into consideration. Marketers continue to focus on pushing maximum reach, but forget that reach isn’t always everything.

Cadbury is a British multinational confectionery company wholly owned by American company Mondelez International (originally Kraft Foods) since 2010.

The Mondelez-owned brand Cadbury Egypt catches up ‘Free the joy’ global campaign, but seemingly bites the dust with consumer feedback. Cadbury’s Dairy Milk chocolate is both an international and local hit, a popular choice for many. Unfortunately, it seems that Dairy Milk may lose some of its strong footing in Egypt after its newest campaign.

Dairy Milk jumps out of the box in 2018, so far out that they have flung themselves into space! The chocolate bars have found their way into alien hands.

 

Don’t let those wide innocent eyes fool you.

They’re coming.

They’re here.

And we know what happens when aliens visit our planet!

 

The idea behind the campaign is brining people to [Feel the Joy or اطلق السعادة]. The alien symbol aims to send out a message of universal love of the chocolate. Showing that Cadbury’s Dairy Milk is able to surpass the limits of culture, language and even planets.

One thing is for sure, the custom-made aliens are definitely making a splash on social media, and everyone has their own opinion on the invasion.

 

Cadbury Egypt catches up to global campaign, 2 years later….

Cadbury’s not-so fuzzy aliens actually come from one of Cadbury’s international divisions, Cadbury India.

The television ad, and aliens, was first released in 2016 as a part of a global campaign, which was set to release in Canada, South Africa, Egypt, Saudi Arabia, UAE, Pakistan, and in some countries in South East Asia.

The campaign was created for Cadbury for their back-then new slogan, “tastes more chocolately.”

The original TVC was animated by Ogilvy & Mather Mumbai and released between October and November of 2016.

 

With only a few small details changed, and an entire scene cut from the end, the ads are basically identical. It seems like Cadbury did not invest enough in customization or marketing localization, instead opting to not customize the ad for local consumption.

 

Cadbury 2018 global brand platform changes into kindness

Cadbury global marketing strategy in 2018 tends to leave joy positioning after six years to go ‘back to brand roots’. The new key marketing messages are designed to focus genuine acts of kindness and generosity.

The new marketing direction in 2018 is re-connecting consumers to Cadbury brand equity by aligning the key messages with moments of kindness instead of moments of joy.

Watch the new TV campaign first aired on 12 January which marks the same date of launching the aliens campaign in Egypt.

 

The new brand positioning aligned with kindness theme will be implemented across the Cadbury portfolio in 2018, starting with the Cadbury Dairy Milk brand.

 

Egypt’s Social Media Feedback

If you do not get Egypt, Egypt will get you. A quick review of the teaser published on Facebook brand page shows that 49% of the comments have been negative towards the aliens (40% positive, 11% other).

Comments ranged from” Irrelevant and not consistent with their “Happiness” platform… Not every global campaign should fit locals!” to “Is this an ad or a horror movie?” *

Another issue that some fans have brought up is the fact that the Aliens were featured on major billboards days before the teaser’s release.

Enabling many people to figure out their feelings about the creatures without the campaign’s context. Perhaps if Cadbury had waited to release the billboards after the ad had been released, then they may have had a better reception.

It’s not all bad though, some people have clearly enjoyed the ad such as this commentator, “I have to buy a Cadbury chocolate bar soon cause [I] love this type of out of this world creepy and unusual stand out advertisement.”

There are two things that this campaign has left us to wonder.

Would the campaign have made it through if Cadbury focused more on customization, and created focus groups to check on feedback?

Would have revealing the billboards at a later date, after the ads release, allowed customers to have more time to like the aliens?

And here is another question, why is their dance so catchy?

Give us your answers in the comments!

*Translated from Arabic

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CAMPAIGNS, Social Media Intelligence

Karim Abdel Aziz stars Telecom Egypt’s WE localized advertising strategy

Telecom Egypt’s WE finally releases their first real campaign, after their rebranding awareness campaign back in September of last year….

Telecom Egypt’s WE finally releases their first real campaign, after their rebranding awareness campaign back in September of last year. Since its creation, WE has only released ad copies for the World Cup qualifiers.

Releasing the telecommunications company’s first card, the ad plays with local themes and sensibilities. This has become a popular recurring theme in many telecommunications brands this year.

Action star Karim Abdel Aziz stars in WE’s newest ad for their new card, Agda3 card. The ad has fun laughing at how Egyptians deal with fighting and superstars amongst themselves.

 

Within 5 hours, the ad has already gained more than 761k views and 24k positive reactions.

Even though the year has only started, many have already released their own ad copies targeting the very same specific segment of the population. Their weapon of choice? Mostly Mahraganat music and funny culturally-appropriate and appreciated jokes.

But why is there such a strong need to become more localized?

 

Famous blunders

To learn from our mistakes is an accomplishment, but to learn from others’ mistakes is a cost-effective strategy. Brands that have failed to localize their campaigns have often either ended in hilarious or terrible results.

KFC’s famous blunder in China, where KFC’s tagline “fingerlickin’ good!” was translated to “eat your fingers off!” Or, a local example, Cadbury Egypt’s decision to apply Cadbury’s previous global campaign to Egypt without much research, resulting in a popular and hilarious social media frenzy.

We can see localization pay off with another chocolate brand, TODO, whose popular and very localized content has made it a beloved brand.

Trying to catch up

For a long time now, telecom companies have been trying to reach the largest population segment, the lower and lower middle classes, with not always the best of luck. But, a stroke of genius and viral content thrust a new way to reach them.

Orange’s now viral ad, “Shamar Yalla,” boosted Mahraganat music to the forefront of marketers’ screens. Now, almost all across the telecommunications section has moved into the new year, aiming to reach new heights with the same type of content and the same success.

We see this in ads especially with Vodafone, who seems to have decided to focus all their efforts towards this demographic. With their newest ads, and even dealings with current culturally relevant celebrities such as Abla Fahita.

Orange continued the trend with “La2 La2,” and now we see WE entering the fray with their newest ad.

For a long time, Mobinil (Now Orange) was the only major player who would focus marketing efforts towards the country’s largest class. Its rebranding and new strategy when switching to Orange changed that, leaving a large target segment with no real penetration.

Now Orange is back at it, and all the telecom players are still trying to catch up.

Why to localize your campaigns?

Don’t allow your campaign to be “amazing” to the wrong people, campaigns such as Cadbury’s Aliens may have worked brilliantly in other countries and regions, but simply translating voice-overs won’t save you from this blunder.

Create new content with local staff around your already great concept, and localize!

Social Media Insights and Data Analysis

And don’t just listen to what people are saying about your brand, listen to the conversations on your competitors’ social platforms as well. Keep an eye, and webpage, out for problems, complaints and popular happenings.

Creating your campaigns through collected data will provide you with a great insight to your target audience. There is so much data floating around that one day of research could supply you with a strong idea on how to reach your target, and build a culture-proof campaign around it. So, don’t forget to hug your analysts!

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CAMPAIGNS

Etisalat + Sharmoofers = Demagh Mazzika

While it seems that 2018 will witness new trends in music genres introduced by Telecom campaigns, Etisalat decided to abandon…

While it seems that 2018 will witness new trends in music genres introduced by Telecom campaigns, Etisalat decided to abandon the Mahraganat trends and connect with the youth via underground bands by choosing Sharmoofers as the face of Demagh Mazzika because their music is different (Fe Hetta Tanya).

Some brands brilliantly capitalize on emotional messages. When it comes to branding, there might be no better way than using music to help a customer remember your brand promise.

Music for the Digital Era

Successful marketers singularly focus on creating an authentic connection that consumers respond to. They ask themselves, how many people can we estimate would remember seeing our ad if we asked them within 2 weeks?

Music has a unique effect on our brain, which provides marketers with an avenue for brand remembrance.

Music marketing helps people find, and fall in love with, your brand. Music is timeless, and it can elevate the benchmark results when we measure the advertising effectiveness in which a sample of respondents is exposed to.

There is nothing to prove about the effect of associating brand key messages with music themes. We may be in 2018, but no one around the world would not recognize Coca-Cola’s 1993 theme song (Always Coca Cola) or this Nescafé commercial music theme from the 80s.

Kawkab Sharmoofers

Underground Music is termed as music that does not conform to the usual commercial trends and types, making it have a style and mind of its own. That is where Etisalat’s Demagh Tanya package got hooked.

At the heart of Etisalat’s campaign, Demagh Tanya has been completely focused on breaking out of the traditional mold, as its name suggests.

It seems to be a mutual success for the brand to attach itself with one of the country’s biggest underground bands which offer non-traditional stories in the form of music and lyrics.

Sharmoofers, who are now the face of Demagh Tanya, have joined forces with Etisalat to provide youth users with a way to break into the underground music scene.

Introducing Etisalat’s Demagh Mazzika, a music platform specifically made for music that doesn’t conform with its new and different artistic sounds.

Along with their new musical platform, Etisalat will be celebrating the creative differences with various concerts. Their first concert, Music Box, which happened over the weekend, was a great success. Performers included Sharmoofers, Jadal and Aziz Markah.

جدل وعزيز مرقة وشارموفرز قلبوا ال Music Box وبعتوا دماغ الناس كلها لحتة تانية#دماغ_مزيكاSharmoofers

Posted by ‎دماغ تانية في حتة تانية‎ on Friday, February 2, 2018

 

The telecommunications giant is also launching a new VAS (Value-added service) for Demagh Tanya users with Sharmoofers, named Kawkab Sharmoofers.

Etisalat offers some unique features in Kawkab Sharmoofers package, includes daily exclusive content (photos, videos, voice notes), ring back tone, exclusive albums and singles releases.

To subscribe send an empty SMS to 554 and then dial *200# to migrate to any of Demagh Tanya tariffs. For existing customers, get double the value for 1 month with the double offer when you migrate to any of Demagh Tanya tariffs through *200#.

The offer is valid for a limited time.

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Live the Music; Anghami launches aggressive marketing campaign dedicated for Egypt

In the eve of localizations taking over our screens, with Cadbury’s Aliens failing at it and the subsequent bashing from…

In the eve of localizations taking over our screens, with Cadbury’s Aliens failing at it and the subsequent bashing from almost everyone, Anghami is making us feel like 2018 is the year of localization.

The music streaming platform has just released its newest yet biggest campaign in the Egyptian market. The campaign include massive activation for offline and online platform. Live the Music with Anghami.

Also Read ► How Anghami is taking MENA brands’ sonic identity to the next level

The campaign aims at reaching local youths through new localized and relatable ads. Think Marketing has also received exclusive news that the campaign will include special QR artwork that will be placed in local cafes, shopping malls and even the underground metro, that will enable scanners a free trial.

The campaign includes slice of life spots, focused on situations that local Anghami users, particularly the youth, have to endure.

The campaign’s ad copies will be currently released only on social, and will be available for TV in February.

Featuring MTM band, the first Ad version was release on 26 January to hit 810K views on Facebook in 3 days time span.

Anghami has decided that 2018 is the time for localization and to really step up their game in Egypt.

When asked about the future of Anghami and their new localization efforts, Hossam El Gamal, Anghami’s Country Director in Egypt, stated that they are aiming to be more a part of the local community through localized copies, and campaigns.

“It is crucial for brands to be part of their community.”

 

Anghami’s Marketing Strategy Aims at Explosive Growth in Egypt

Since launching in 2012, Anghami’s been at the forefront of not only music streaming in the MENA region, but also for their smart analytical thinking and usage of data.

Their algorithm goes through their 50+ million worldwide users and 12 million local users, of which are 82% between the ages of 13-25, and provide not only personalized ads but even personalized playlists.

One of that ways that Anghami has been able to use this data is to create personalized special ads for certain markets according to their past usage of the platform.

Currently, Anghami has 14,376,953 total registered Egyptian users (61% male 39% female). In December 2017 only Egyptian streamed
175,447,189 streams from the leading streaming App.

The new Egyptian campaign is designed to reinforce the brand image in the Egyptian market by creating greater brand awareness and increase the App subscribers in Egypt.

Anghami Campaign - Cairo Metro Station Ads
Anghami Campaign – Cairo Metro Station Ads

A reason why marketers may need to look more into Anghami’s platform, is not only for their analytics, is their pre-made playlists. An example of this was this year’s flashback, which allowed users to re-listen to their most played songs of 2017. Another would be their popular weekly mixtapes, which is generated according to previous listens.

According to the platform’s insights, the majority of users jump onto pre-made playlists more than surfing for specific music. They are using them as a companion through certain times of the day, their schedule, and current emotions.

Users are attached to these moments, and are using music to enhance or separate them from their current situation or world.

Now imagine attaching your brand to playlists that enhance moods and experiences. This is exactly how Anghami had gotten big brands such as Lipton and Berskha to join them in special playlists.

And now, Anghami is using those analytics to improve their localization efforts in Egypt.

Are they getting it right? Let us know in the comments below.

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Orange hits again on the trend and launches its own version of “la2”

Orange hit gold last year with Abo Hafeza’s viral ad, and it seems that the telecommunications service provider is aiming…

Orange hit gold last year with Abo Hafeza’s viral ad, and it seems that the telecommunications service provider is aiming to hit that mark yet again for the new year.

Orange has recently released their newest package, GO, along with this gem of an ad.

Staring Ahmed Amin, the ad uses another very popular song among the youth.

 

La2 La2 plays as a great background for Orange’s fun and witty ad, in which Amin cannot come to terms with his bundle ending.

He laments the loss of his internet by complaining about the things he could be missing, from his Whatsapp groups to losing his GPS.

Social Media Reaction:

The ad is light hearted, fun, and easy to remember, another golden hit from Orange.

Is this song going to match with one of last year’s most memorable ad? Will we be singing it throughout the year?

Only time will tell, and you will too. So, let us know in the comments if you think it’ll be memorable by December!

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