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All brands are working on capturing the attention of viewers with their advertisements. Using celebrities and catchy scenes can be an influential tactic, however, the true power of an ad lies in its ability to tap into the target audience’s hearts and trigger specific emotions. The new ad for O West, the integrated town by Orascom Development in west Cairo, was able to capture viewer’s attention effectively, by using the right mix of visuals, words, and motion along with the right choice of celebrities and influencers. The advertisement has a dynamic energy, characterized by its vibrant and playful spirit, leaving the audience smiling throughout.
Everyone Is At O West But Where Are You?!
This ad is a perfect example of leveraging emotional marketing where it uses the right mix of emotions created by powerful psychological messages to trigger viewers’ emotions. Let’s dive in deeper to analyze this ad which had more than 5 million views on YouTube in less than 10 days.
The Key Message: Being a Part of a Fully Integrated Town and Livable Community
The ad overall had a very positive and fun spirit that remained throughout the ad where the scenes and celebrities complemented the message. A clear message was written on the ad saying that it features real people from the O West community which makes the audience feel more desire to belong to this community and adds credibility.
A very powerful message by celebrities and influencers, stating that they are at O West the place where everyone should be, and the message was sent using words and visual scenes to showcase the place and the community to be more appealing.
Discovering the Mystery of O West
The first scene in the advertisement evokes the emotions of curiosity with a powerful hook that grabs attention and keeps the audience engaged to know more. The video starts with a clear location icon where Hend Sabry is sitting next to the piano then she gets a call from Hisham Maged asking her where are you? She responds with a little surprise as if he shouldn’t be asking because it’s obvious that she is in O West and then she replies with excitement “I’m here, where are you?”.
Then the remaining group of celebrities and influencers continue with the same message talking to one another each saying the same statement and the advertisement continues with this message for about 21 seconds. The curiosity factor was used to keep the audience watching the ad to know where they are and what is special about the place they’re at.
The Power of Repetition to Increase Influence
Although you keep listening to one repetitive message “Ana Hena Enta Fein” you still get to feel the excitement and joy because you see a big group of celebrities with different tones. The curiosity factors keeps the audience so engaged not just for the sake of listening to the jingle but watching all the scenes and exploring the different amenities at O West. All the celebrities are here in O West but each is in a different place, doing a different activity conveying the message that O West is the ultimate town everyone should be in.
Matching the Scenes with the Celebrities
The use of celebrities in this ad was so clever appealing to a variety of audiences and generating even more interest in making them want to explore more and see who is coming next in the ad. The ad shows different scenes that reflect the available facilities at O West including the luxurious villas, sports clubs, premium schools; Kent College, Saxony International School, Dr. Nermien Ismail Schools (NIS), and British Columbia Canadian International School, commercial areas, outdoor places, business districts, food and beverage areas, nightlife, and more.
Each celebrity is singing a part reflecting his personality or lifestyle. This is also a clear message that O West is for everyone and can appeal to all different lifestyles.
Double Meaning for Double Benefits
Salma Abo Deif’s scene where she was singing in the sports club “Ana Hena Asl El Le3b Kolo Hena” or “The Essence of the Game all lies Right Here” has a double meaning. It gives a meaning that the best place for all games is in the sports club at O West and also highlights the extra value at O West suggesting that all your needs can be found here at this exclusive town.
The Perfect Positioning for O West: You Can Move Now
The ad highlights the unique selling point of O West as it positions it as a fully integrated livable town where everything is already ready for you to move. It also focuses on the convenience factor highlighting the accessibility and ease of living, everything is just minutes away from you so this is the right place you should be in, and it makes you question why aren’t you there yet.
The ad slogan “Life is in the details” conveys a positive message that O West offers you a fulfilling life with all your needs taken care of.
Evoking a Sense of Urgency and Embracing the Unmissable
Another powerful emotion that the audience can feel from this ad is the fear of missing out which is highlighted clearly in the closing part where all the celebrities together point at the viewer and say “Tell me how are you not here yet?! Those messages stress the fear of missing out on being a part of a livable community and create a strong sense of urgency to explore the options of living in O West and encourage viewers to consider it as an option.
How Viewers are Reacting To The Advertisement?
As the audience was engaged with the ad, there were some fun comments by viewers replying to why they were not there at O West.
There were also a lot of positive comments on the ad and curiosity questions about the names of the people featured as they are not all media celebrities. Other than Hend Sabry, Hisham Majed, Salma Abo Deif, Hani Adel, Angie Kiwan, Hany Sadek, and Ahmed Ghazi there were also the musician Ahmed Bahaa, Fitness Trainer Farah Nofal, and the business leader Wael fakhrani.
The Visionary Wael El Fakhrani at the Livable Town’s Business District
Entrepreneur CEO of Edenred Middle East, Wael Fakharani was featured in an advertisement for the first time. It was another clever choice to feature him in the ad, his name can appeal and attract businessmen and entrepreneurs as he is considered an influencer in the industry. Wael Fakhrani like all other celebrities reveals himself in the ad within the thriving business district, capturing the attention of business owners and aspiring entrepreneurs and fostering a sense of belonging.
O West is Ready and Everyone is Here and Now Where Are You?
O West ad used creative collaborations with artists and influencers and focused on evoking emotions throughout the ad. From the emotions of curiosity that captured attention and kept the audience engaged willing to watch the full ad and explore O West, to the emotions of fear of missing out. Using Emotional Triggers in advertisements carefully can help create deeper connections with the audience and influence their actions. When viewers experience emotional connection, they are usually more likely to remember the brand, engage with the message, and take the desired call to action.
Now share with us your opinion about the advertisement and are you considering to go there?
