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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 ...