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.
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
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.