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Careem’s cinematography honors Egypt’s very own street language

Careem drops a beautiful video on the silent language of Egypt’s streets. Accompanying Careem’s billboards, comes a brilliant piece of cinematography…

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Careem drops a beautiful video on the silent language of Egypt’s streets. Accompanying Careem’s billboards, comes a brilliant piece of cinematography in the form of Careem’s newest video.

Showing off many confusing names of streets and corners of Cairo’s roads and infrastructure, the video discusses how the road has its own rules and non-verbal language and to master this language, you must belong to the street.

The video focuses on how Careem’s drivers are from this world, they understand the language, the small details that will provide the customer with an easy and comfortable ride.

The brilliant voice-over narration starts about starting your Careem ride and mentioning intriguing facts about small details such as “October bridge is not in October,” and “Beirut mish fe Lebanon” (Beirut is not located in Lebanon) to enlighten customers that Careem’s drivers know the way, and that they’ll get you there.

الشارع لغة مفيهاش كلامعشان تفهمها لازم تكون منهانزل ابليكشن كريم وإبدأ الرحلة!إستخدم بروموكود: HARSENHA وليك 25% خصم على أول رحلتين#YallaLetsGo #هارسين_شوارع_مصر

Posted by Careem on Sunday, May 7, 2017

 

The video itself contains a myriad of beautiful scenery, complicated cinematography and exceptional drone piloting. Reminiscent of Christopher Nolan’s work in the movie Inception, the video is filled with non-linear shots and muted colors.

The drone pilot sweeps through Cairo’s streets with finesse and delicacy, flipping the scenes to give the audience a dizzying view of Egypt’s metropolis. The winding highways and bridges are filled with energy yet empty, an opposing view of the usually crowded setting.

The voice-over performer captures the essence of omnipotence and wise authority, and the video’s script-writing is deep, insightful and connected to every footage.

Pre-Ramadan Advertising Season:

Strangely enough, the video, which has become a sensation overnight, was released pre-Ramadan. Ramadan, which has unofficially become known as the peak advertising season in Egypt, has become the time in which most companies save their advertisements to reach peak engagement and reach on digital media.

Careem may have decided to release the video before Ramadan due to it missing the traditional messages and emotions that are usually evoked during the holy month.

Advertisements in Ramadan usually follow a set of unspoken rules, ads must provide the same messages that the Muslim community tries to embody during the holy month; to be charitable, cleanse the body of impurities, to be forgiving and loving, to spend time with cherished people and so on.

Careem’s advert contains none of that, and perhaps this is the reason why they have decided to release the video less than a month ahead of the season. Do they have something prepared for Ramadan, or will this be it until the holy month is over? Only time will tell.

Deliberate copy or inspired masterpiece?

Careem’s newest video takes a few inspired techniques and liberties from Christopher Nolan’s work as well other famed cinematographers such as Stanley Kubrick.

Also Read ➤ Hello Careem, Mind Your New Logo Originality!

Another director and cinematographer JWT creative team may have been inspired from is Tim Sessler, particularly his brilliant video “Balance”.

A quick glance and a few moments with the video shows a stark resemblance. The camera and drone movement and usage of reverse panning and zooming techniques points to obvious similarities to both videos.

Overhead shots of structures and the dizzying reversals popularized by Christopher Nolan makes a strong appearance in both videos, non-linear scenes alter our state of mind and imbalance viewers as scenes turn and turn. The scenic shots of highways and its interlocking designs also make an appearance.

Both are incredible mind-bending and curious works of art in their own right, but is Careem marketing or, JWT creative teams a little too inspired by previous works?

Could they have done more to avoid such a convincing comparison between their work and others? Let us know in the comments.

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Branding, CAMPAIGNS

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…

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

Supreme Council for Media Regulation bans Vodafone’s Abla Fahita advert

Controversy has continued to surround Abla Fahita as Vodafone’s latest commercial campaign featuring the popular puppet was banned from broadcasting…

Controversy has continued to surround Abla Fahita as Vodafone’s latest commercial campaign featuring the popular puppet was banned from broadcasting on TV yesterday, according to a decision issued by the Supreme Council for Media Regulation.

The commercial campaign idea was created to launch Vodafone’s latest promotion “Vodafone Pass” which allow users to enjoy the internet streaming on social, Video, & Music without consuming main mobile internet bundle or balance.

The advert revolves around a song performed by Abla Fahita, which describes consumers problems with the internet, especially with internet prices and the fact that internet bundles usually consumed so quickly.

The Supreme Council for Media Regulation banned Vodafone advertisement because it contains inappropriate phrases and scenes that violate public taste and values.

Meanwhile, the council pointed out in its statement that by showing such scenes, Vodafone abused its position and misbehaved.

Vodafone’s Abla Fahita Ad already hit 9,919,123 views on YouTube in one week time span and ranked as 2nd most trending video on Egypt and considered one of Vodafone’s most viewed videos of all time.

Maspero already refused to air the Advert:

Egypt’s state television has reportedly refused to air a commercial featuring the popular Egyptian muppet “Abla Fahita” over inappropriate content.

Egyptian state-run television channel Maspero already refused to air the latest Vodafone commercial after accusing the commercial of “playing with words to give a different meaning than the original meaning of each, which affects public morals” making it unsuitable for children.

Maspero already refused to air the Advert
Image courtesy: masrawy.com

Abla Fahita is a popular puppet that appeared in 2011 and performed an entertainment program named “El-Duplex” on the satellite TV channel CBC, even though the program is described as inappropriate due to using bad language, and it received condemnations from the Egyptian society.

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Mo’ Salah 2018 campaign should be pretty much as Vodafone brand as it gets

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the…

Born in the Egyptian city of Basyoun, 100km or so north of Cairo, Mohamed Salah’s footballing journey began in the Nasr City district of the Egyptian capital playing for El Mokawloon SC during 2009-2010 season.

Today, Egypt winger Mohamed Salah with no doubt is the phoenix for his generation of Pharaohs. Mohamed Salah caught the attention of the football world for his speed and earned the world’s respect after his muted celebration after scoring a goal against Chelsea.

Since his historic penalty against Congo and qualifying Egypt to 2018 World Cup “with Salah’s help, of course”, the 25-year-old’s star is on the rise and this is the reason why he has been hailed as the ‘Egyptian Messi’.

Also Read ► Road to Russia 2018: The most prepared brands for the historical moment

Mohamed Salah is now branded as a successful young Egyptian who can be a role model to inspire Egyptians especially younger people and give an example to be emulated in behavior, commitment, and strive for success.

Salah, who has also been nominated for the CAF African Footballer of the Year award, is currently the Premier League’s top scorer after scoring 20 goals in 25 matches since signing for the Reds this summer.

Also Read ►Pepsi features Mohamed Salah in Advert about Ambition and Success

With statistics, Mohamed Salah is considered the most expensive Egyptian, Arab and, African player in the football history after moving to Liverpool last summer for 42M euros.

 

Why Mohamed Salah’s success is a triumph for Vodafone’s Branding Campaign

Vodafone Egypt today announced Mohamed Salah to be Vodafone Egypt’s newest brand ambassador. Accordingly, Mohamed Salah will lead Vodafone’s advertising campaigns for 2018 under the slogan “The future is exciting. Ready?”

In line with Vodafone’s new vision of optimism, Mohamed Salah up coming campaigns for Vodafone Egypt should achieve the brand aspirations and dreams for a better future and reflect Vodafone’s trust and hope for young people.

اللي جاي أقوى 💪

Posted by Vodafone Egypt on Wednesday, December 20, 2017

 

One of the toughest aspects of building a successful brand is building an emotional connection with consumers and Mohammed Salah was chosen by Vodafone Egypt as an example to achieve ambitions and to work towards a stronger and better future.

Also Read ► Vodafone Launches New Visual Brand Identity

Brand intimacy is the new paradigm in marketing and consumers connects more with brands when they seems to care about people like themselves and is making a positive difference in the world.

Mohamed Salah reflects Vodafone’s new brand identity and he is really an inspiring example of how to leverage your personal capabilities to get into the career you want and push-up your challenges from local to international standards.

Vodafone Egypt just clinched the best player in Africa from rival competitor Etisalat Misr

Back in Jun 2016, Mohamed Salah was featured in Etisalat Misr “Imagine Tomorrow” campaign. Today, by naming Mohamed Salah as Vodafone Egypt’s brand ambassador, its considered another victory for Vodafone to complete a winning deal with Salah who has been crowned BBC African Footballer of the Year following an exceptional year with AS Roma, Liverpool and the Egyptian national team.

Worth mentioning that Pepsi has chosen Egyptian professional footballer, Mohamed Salah as the new brand ambassador for Pepsi-Cola in the Middle East and North Africa (MENA) region in 2016.

Recommended Read ► Pepsi and Coke become “Frenemies” to support The Egyptian National Team

We wonder if  Salah would consider Coca-Cola campaign for World Cup 2018. Specially that Coca-Cola is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978.

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Brand Activation, CAMPAIGNS, Featured Stories

SICO Technology launches the first promo video for Nile X Smartphone

As the launch of the Egyptian-made phone comes near, their marketing campaign has kicked into gear, and with that comes…

As the launch of the Egyptian-made phone comes near, their marketing campaign has kicked into gear, and with that comes their newest video release.

A 49 SEC to the point video announced the release of the first Android phone that is actually “Made In Egypt”

The video starts with a technology marked pyramid that opens up and showcases the phone’s features and lists the phone’s specs that highly matters to any phone user such as the internal memory, the display screen size, the dual camera resolution, internal memory, processor and Android version.

The phone coming out of the pyramid implies that it is the outcome of a long journey full of challenges that only Egyptians could overcome and flash out what they reaped in pride.

The usage of the pyramid is of course a classic cliché but somehow it fits the occasion. Also showing Cairo’ Tower on the phone’s screen gave and extra sense of a home grown product.

Despite the cliché the video shows a very attractive modernly designed phone that promises to meet a lot of high end expectations. That’s a Jack pot but has to be proven on ground.

The video has done it’s job but still the phone has to deliver a satisfying user experience to Egyptian customers who won’t go easy on the phone or it’s after sales services. Yes they are willing to buy and are also determined to criticize…viscously…so…good luck.

 

First made in Egypt smartphone was unveiled at Cairo ICT

Over the past 20 years, Cairo ICT hosted over 5,000 exhibitors from 44 countries. Cairo ICT brought together key market players in the IT and communication industries to present their latest innovative products and new technologies.

The first ever made in Egypt cellphone was presented on Sunday at the 21st session of Cairo ICT – a regional technological trade fair – in New Cairo, with President Abdel Fattah al-Sisi present for unveiling.

Under the brand name of “Nile X”, the 4G smart phone’s price range generally costs less than imported phones of the same capacity, varying between LE 1000 and LE 4200. Sico’s feature phones will be sold at LE 200.

The phone, which will start retailing from December 15, has some pretty exciting specifications, which include a 13 megapixel dual camera, fingerprint sensor, 4GB RAM, 64 GB storage, 5.7 HD display, Android 7.0 Nougat, fast-charging feature, and comes standard with lighting-quick 4G technology.

45 percent of the components of the smartphone will be manufactured in a Sico technological park factory in Assiut, with the park’s investments currently valued at LE300 million.

 

Who is SICO Technology?

SICO started back in 1951 by building its own bottling plant in Cairo. SICO started its very own Egyptian brand for soft-drinks offering a verity of flavours includes; Orange, Lemon and Mandarine.

Today, SICO bottling is the bottling arm for Coca-Cola in Egypt.

Sico bottling

SICO Technology has been working in the electronics sector since 2003, and has been commissioning Chinese factories to produce its products, importing them under SICO’s brand for four years.

SICO offers a total 360° technological solution to retail and business clients. With the company’s increase in production rate and enlarging market, building a factory in Egypt has become a feasible project and it is currently being built in cooperation with the Ministry of Communication and Information Technology, with funding from Chinese investors.

SICO is currently building a new 4,000 sqm state of the art mass production facility in Assuit in partnership and full support of the Egyptian government with a huge production capacity started at 1.7 MM in the first year and reaching 2.7MM by the third year.

SICO Technology is the first Egypt based technology and handset manufacturer of reliable and affordable 4G smartphones.The first phones are to be 45% locally produced, with the aim of reaching 70-72% within the first year and to be increased on the long run.

The Nile X smartphone “Sico-manufactured” will be available in the market by 15 December 2017.

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