Brand Management, Branding, CAMPAIGNS, Marketing

Ramadan Ads 2013 Beyond Marketing

A wise man once said: A business that makes nothing but money is a poor business. The only purpose of a…

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wise man once said: A business that makes nothing but money is a poor business. The only purpose of a company, after all, is to make money for its shareholders. The holy month which described as ‘Super Bowl’ for advert in the Middle East shows that during Ramadan consumer spending spikes and most marketers Increase advertising budget. Ramadan 2011 saw TV figures rise dramatically across the Middle East by 30 percent, according to Paris-based market researchers IPSOS.

[blockquote style=”quote” align=”right” author=”Vatche Keverian, CEO of JWT MENA”]Average viewership is a couple of hours during normal days. On Ramadan, it is double that, because people have more downtime; more me- and we- time.[/blockquote]Packages this year for stations enjoying high viewing figures range from LE3 million to LE7 million, with repetitions of a 30-second ad ranging from 125 to 300 times a month. A package worth LE5 million last year offered by the same stations would have given the advertiser 300 repetitions. One source at Egyptian State Television who preferred to remain anonymous said to Al Ahram Weekly that the state television channels, which have lower viewer figures, have not made changes to the five-package choices introduced last year, with prices ranging from LE500,000 to LE4 million for 100 to 2,000 repetitions of a 30-second ad.

Soft drinks including Coca Cola and Pepsi are among the biggest spenders in the Middle East during the holy month, with telecommunication companies often bringing up the rear. In 2012, Pepsi spent $91 million on Pan-Arabic television spots, Coke $40 million, and telephone companies like Vodafone and Etisalat spent between $40 and $50 million each.

While Muslim countries specifically countries in MENA region go back to the traditional values of their culture, Egypt political events made its influence for major brands to create a different wave of campaign that matches the current situation and most of brand took the loyal theme to encapsulate Ramadan 2013 campaigns.

Ramadan 2013 commercials was beyond marketing products and or, services and majority of brands even multinationals decided to be pure Egyptian and highlight the Egyptian culture and create a customized message for customers reviving the Egyptian heritage and inherited characteristics.

Coca Cola Egypt : Let’s unite again. Why not ?

Coca Cola Ramadan 2013 Ad [Click to Watch]
Coca Cola Ramadan 2013 Ad
[Click to Watch]

Again the famous Cairokee band after the boom in Etganen campaign few months ago, Coca Cola commercial had high hopes with the use a song by the same brand while Aida El Ayouby replaced by more fresh and younger smooth voice. It received criticism for being cliché and too traditional, yet the song gained popularity during the very early days of the holy month. The nicely played counter attack by Pepsi which was very obvious a mass production advert, forced Coke to re-produce a new wave in the last week of Ramadan bringing collection of starts mainly actors and football players to  re-hit on why not? main theme of the campaign.

However, The Coca Cola advert first hit guaranteed predominance buzz for the brand among others until Pepsi come up with its nostalgic piece of art. Although the TVC scenes was simple and urged people to share responsibility for better future, Yet! the main Ad concept was intriguing for some people who claimed  its targeted message for current political events inviting Muslim Brotherhood back in the Egyptian political scene.

Pepsi Egypt : Let’s complete our gathering

Pepsi Ramadan 2013 Ad [Click to Watch]
Fouad El Mohandes
[Click to Watch]

While Coca Cola released its campaign first and make most of brands look as if they ware not ready for Ramadan, on 4th day of Ramadan Pepsi Egypt managed to launch one of the remarkable campaigns that will stick into customer’s minds for so long time or, maybe for many years.

Also Read: Making of Pepsi and Chipsy Ramadan 2013 Commercial

Pepsi & Chipsy have come together to re-ignite the spirit of Ramadan by bringing together the most famous Ramadan icons: Nelly, Fatouta, 3amo Fouad and Boogie & Tamtam. The effort behind the obvious in idea creation and in implementation. Even the teaser was not enough to reflect the campaign concept and may be it was underestimated by competitors.

Targeting teenagers and young generation who become to technology addicts and stuck to mobiles focusing on how family gathering  touched allot families because its a situation we face everyday. Also, Pepsi and Chipsy campaign received criticism for bringing Fouad El Mohandes [who passed away in 16 September 2006] into the advert and some audience considered it a critical moral issue !

Vodafone Egypt : Share

Vodafone Egypt  Ramadan 2013 Ad
Vodafone Ramadan 2013 Ad
[Click to Watch]

If we skip the quality of the images that meant to simulate a normal mobile camera and the words used in the Egyptian pop star Mohammad Mounir song, The concept on which Vodafone built up its Ramadan 2013 campaign was hitting on the core of Egyptian society characteristics [Sharing] and reiterating that Egyptians have always had sharing in their DNA way before social networks and mobile phones.

The idea behind the campaign is brilliant and taking it to many levels until starting that; Because our country full of beautiful things that deserve sharing. Yet the TVC songs script was not as strong as the concept and Mohamed Monier who is well known of deep words chosen in his songs was not the best choice for Vodafone or, may be changing the song scrip and keeping Mohamed Monier should have been a better option.

 A special rewarding program [Vodafone El Meshayaraty] was designed for the holy month that allow customers to send free minutes and messages for friends. Also the campaign was reinforced by a digital activation for Ramadan quiz [Fawazeer] on Vodafobe Facebook fan-page [The biggest brand’s fan page in Egypt and MENA].

The low quality scenes [mobile camera quality] was astonishing for audience to be used by a world leader mobile operator, but! it was a new way to deliver a close to reality situation and on contrary to imaginary world created by Pepsi.


Mobinil : Always Together

Mobinil Ramadan 2013 Ad
Mobinil Ramadan 2013 Ad
[Click to Watch]

After the first advert wave featuring Kareem Abdl El Aziz in a typical of movie endings, just-in-time diffusing of a bomb, For the second year, Mobinil capitalize on the Always Together concept. Even if 2012 song created a bigger buzz but it was remarkable how Mobinil continue to create a national campaign more than a Ramadan Advert.

Completing each others was the message to be delivered in part II song of Always Together released in Ramadan 2012.  A 1000 circles of connection, is one of the most elite words used this Ramadan. As Mobinil is the only Egyptian Mobile operator serves the Egyptian market it always triggers the sense of belonging in its campaigns and it appear obvious in Mobinil’s communication strategy.

The release date [Friday 26th July, 2013] adds another genius dimension for the campaign.


Etisalat Egypt : We Are a Smart Nation

Ramadan 2013 Etisalat Ad
Etisalat Ad Ramadan 2013 Ad
[Click to Watch]

When Etisalat Egypt was the last Telecom brand to unleash its Ramadan campaign but it needed a brilliant copywriter to come up with such script. The Ad gives you allot of reason to feel proud and even if its so simple reasons but it touches Egyptians daily life. The Ad start with a clear statement : We Are a Smart Nation, then it adds how Egyptian people can bring creative solutions out of zero possibilities.

 Promote Egyptian creativity, by showing a man brewing coffee on an iron and another who keeps himself afloat by tying plastic bottles to his waist. Although innovative, the TVC didn’t create a big buzz  this Ramadan contrary to the break up campaign created Ramadan 2012.

Also read : Etisalat Ramadan 2012 Campaign between Innovation and Imitation.

Actually the idea behind the Ad was the biggest investment made to create this unique piece with no mass production. Also, audience interaction indicates that Etisalat customers like humor more than innovation !

Telecom Egypt : New Start

Telecom Egypt  Ramadan 2013 Ad
TE Ramadan 2013 Ad
[Click to Watch]

Egyptians really appreciate sense of humor and if humor was an Olympic game, The gold medal will be reserved for Egypt forever. This what made TE suffer for how audience kept making fun of Telecom Egypt song.

Although the words are brilliant and a one minute TVC summarized Egypt’s  achievements and how we overcome challenges giving  reasons to believe in a better future, Search inside yourself, Your Pyramids intro brought up allot of jokes and comics on Social Media.

Telecom Egypt announcing the new corporate identity and getting ready to get the forth mobile license in Egypt was the most motivational campaign for Ramadan 2013 reflected Egypt’s current status; Supported by unique history and one of the seven wonders of the world, Guaranteed by building up the High Dam by President Nasser challenging the world’s super powers and bolstered by an opportunity to a new start for a new Egypt with new political system and consequently economic system in making process.

Stand up for implant your footprint. Change your day. Run if you intend to pioneer; all this words delivers a clear and to the core message for a nation seeking a smarter start.

Being one of Egypt’s telecommunication sector pillars and one of biggest corporates in the country [estimated 50,000 employes] , Telecom Egypt  was lucky to release its new corporate identity simultaneously in same time of re-shaping Egypt’s face.


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Enthusiastic young man who is Passionate about the power of Digital Marketing and always hungry to grow my expertise. With excellent Digital Marketing, project management and relationship building. Non-traditional 24X7 Strategic Thinker | Analyzer | Informative | Ideas Igniter | e-Strategist.
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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Hassan Allam Properties rebranding campaign reflects the brand’s heritage and future

Since its inception back in 1997, Hassan Allam Properties (HAP) has carved an enviable positioning of an exclusive boutique developer…

Since its inception back in 1997, Hassan Allam Properties (HAP) has carved an enviable positioning of an exclusive boutique developer whose name is synonymous with credibility, trustworthiness and commitment. HAP values family tremendously and creates hand-picked selective communities where homogenous friends and neighbors become the chosen family. With its nationwide portfolio of projects in the city and by the sea, HAP has become an influential leading mover in the local property scene, making some wonder why it hasn’t had its own true spotlight?

Well, HAP has recently stolen the limelight, with its brand-new rebranding and awareness campaign. The campaign is finally letting HAP shine on its own, with a brand-new logo and signature line, and we’re giving you the breakdown.

New Key Messages and Slogan

Starting with, what seems to be, their  signature line, “From our family to yours.”

Looking deeply into the words, it would easily seem that the brand is aiming for a tighter focus on community, heritage and family-orientated themes. Their new social media posts are currently emphasizing the themes as well.

With the word “family” comes the connotations, or secondary feelings/meanings, of family-orientated, trustful, looking both to past and future generations, devotion, a caring nature, and legacies.

And as we can see from their current posts, they are definitely aiming for it.

The word “our” in “from our family” could also be used as a link to the company’s mother brand, Hassam Allam Group, as well as a close bond to their employees, family-orientated values and customers. Family-orientated values are also subtly used through all three texts used in their new ads.

New Brand Visuals

Starting last week, the new visuals have been released both online and on out-of-home advertisements.

The greyscale photos are immersion breaking, as not many brands are bold enough to attempt greyscale when most are looking for more vivid and bright ads. This helps the photos stand out among the sea of brightly colored real estate billboards.

The rebrand also comes with a new logo for HAP, a gold paper/sheet textured Monogram. At first glance, you can see Hassan Allam’s initials on the logo, but a small design trick reveals a final letter, P for Properties.


The greyscale images show three different stages of life; youth, adulthood and marriage, and the elder stages.

They are depicted holding hands, displaying affection and familiar relationships, which symbolize care, love, trust, unity, heritage, and legacies.

These three stages, and images, may represent HAP’s influence on families and their connection to each other. This can be easily concluded with the company’s line of family-orientated housing communities such as their Swan Lake , Park View, Little Venice and Seasons properties.

Their first image, “For Generations to Come,” illustrates the relationship between the old and newer generations. Continuing with their new signature line, “From our family to yours,” the image then reflects the passing down of experience and the careful planning to ensure their future.

It also exhibits a timeless physical and emotional connection, a lasting partnership that will continue through generations, such as HAP’s properties (which can be passed along, just like knowledge, through the generations).

“Beyond a Lifetime” has a symbolic message with its strong imagery. The powerful imagery of the young hand this time closely grasping onto the old, carries the depiction of guardianship and compassion.

The last image in the series so far is “Investing in a Lifetime,” which attempts to present the vows and duties that come from a lifelong bond and agreement. This can refer to people’s investments in HAP’s properties, which can be perceived as inseparable, full of devotion and harmony that lasts a lifetime.

Along with the three images comes a navy-blue banner, highlighting the company’s wide breadth of works, whereby we found out that HAP encompasses underneath it lots  of projects [Seasons, Swan Lake Katameya, Swan Lake 6th of October, Swan Lake North Coast, Swan Lake Gouna, Park View and Little Venice

Final Thoughts

The use of Golden assets imparted a sense of high-quality service or products, which isn’t too far off when it comes to the popularity and quality of Hassan Allam Properties.

Their use of black and white photography could get them a lot of attention OOH, although not as much online.

The new branding, complete with logo and slogan, is a nice touch on this real estate powerhouse’s path, and will definitely make it more distinguishable from its competitors. And their new logo will become one of the more recognizable real estate logos on our highways.


With over eighty years in the industry, the Hassan Allam Group has become one of the region’s top construction and property developers, who have been producing top-quality residential and resort projects. You can find their other properties here.

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70 years of Pepsi in Egypt and the brand journey continues

We all have a distinct memory with Pepsi. Whether it’s mothers, fathers, grandparents, teenagers, children; every single one has their...

We all have a distinct memory with Pepsi. Whether it’s mothers, fathers, grandparents, teenagers, children; every single one has their own memory of when they first fell in love with Pepsi taste and for marketers, we fell in love with Pepsi slogans.

Pepsi started its business in Egypt back in 1948. You may have noticed the recent #Lovely Campaign launched to make the year no. 70 for the giant soft-drink brand in the Egyptian market.

For over 120 years, there have been many events and historic moments witnessed in the Egypt, but for sure boring wasn’t one of them. From the birth of Youssef Wahbi, to World Wars, allot of events happened on 1898 that reshaped our life.

Pepsi has been there for unforgettable moments. And today we’re here to go down memory lane and see how the Pepsi brand actually started and evolved till 2018.

In the unforgettable moments, in the moments of deep sadness and in moments of high celebration, Pepsi has been there for all of it.

The global campaign, Pepsi Generations, aims to connect all the generations of Pepsi drinkers, through its newest content, ads and some fun and exciting activities throughout 2018.

So, what is the history of Pepsi brand and where did it all start?

When we think of Pepsi, we envision a red, white and blue circle, waving like a flag. But a version of the iconic logo that we now attribute to the soda didn’t exist until over 50 years after the company’s conception.

Initially dubbed “Brad’s Drink,” Pepsi was created in 1893 by a pharmacist named Caleb Bradham. It was renamed Pepsi-Cola, a title that was trademarked in 1903. Although the brand’s name hasn’t changed since, its logo has undergone a number of tweaks and major revamps.



The original Pepsi Cola logo was a simple cursive red typographic logo, which would be adapted later on by rival Coca Cola. The typography was indicative of the popular handwriting style of the 1800s.


1905 saw a more simplistic and easier to read logo, tightening the text and swashes to create a more streamlined look.


Only a year later, the logo went through another redesign, condensing the logo to a more compact size for bottling.


During World War II, in an effort to support the American troops, Pepsi changed its main colors to red, white and blue. This would also be the last lone typographic logo for the brand.


1950 saw the birth of what would become a popular trend with Pepsi logos, introducing the logo in a bottle cap. Circular shapes would soon become a tradition with their future logos.


To keep up with more modern times, Pepsi dropped their famous cursive typography for a simpler sans serif font. This was also the time when Pepsi let go of the word “cola.” The stripe design would soon become more popular than its original typography.


The first real look at the now famed Pepsi Globe, this minimalist design boxed in the text logo in what would become one of their most recognizable logos yet.


This redesign opted to focus on increasing the 3D effect of the Pepsi Globe, and increasing the logo’s visual impact.


Although launched late 2008, this logo was officially on cans in 2009. The globe gets a revamp, bringing a smile to the logo. This minimalist, and flat, approach was well received. You may also find the small hint of a water-like wave on the Pepsi’s “E.”

The PEPSI Journey Continues…

So there you go, the evolution of how Pepsi brand connected with people like you and I over generations.

It’s an interesting journey to see how it all started from a little pharmacy, becoming a patriotic symbol to finally bringing in big names of entertainment to collaborate with business. Making this little product, a big empire and part of every family’s home.

What are some of your favorite memories with Pepsi?

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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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