CAMPAIGNS, International

The Rock and Siri go crazy; The Rock dominates the day with Siri

Dwayne “the Rock” Johnson is a powerhouse. A literal powerhouse made of steel muscle and will power, with a dash…

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Dwayne “the Rock” Johnson is a powerhouse. A literal powerhouse made of steel muscle and will power, with a dash of funny. He has so much spirit that he can practically do anything he puts his head to, which is exactly what he does in this funny, witty and spot on ad by Apple.

Many of us believe the Rock can do anything, be an Astronaut, fly a plane, paint beautifully, become the next President of the United States.

Well, Dwayne shows us that, with a little help, we can all accomplish our everyday missions.

 

 

Siri’s day out with the Rock is a fun and light-hearted affair, an outrageous day with one of the more vivacious and high-spirited celebrities of today.

The Rock uses Siri for everything in the ad, as it should be. The ad highlights Siri’s prowess as a personal assistant, showing off that it can help get things done when used.

Unfortunately, studies have shown that most people don’t like to use Siri and especially not around other people. People just don’t want to use the application, but love that it is available.

Most people spend their day in public or around other people, this gives Apple and Siri a major problem. Showing Dwayne “The Rock” Johnson walking around and being cool as he whips out Siri to help him out only shows us one thing; maybe only the Rock can work with Siri?

 

 

Either way, Apple’s choice of grabbing last year’s most paid actor (according to Forbes) is a great way for them to push their voice activated personal assistant.

Johnson is not only a famous actor, he is also a beloved social media king. With an Instagram filled with inspiring photos and quotes, personal projects to help people and always discussing the importance of hard work. Apple definitely chose a strong influencer for their advertisement.

“You should never, ever, under any circumstances, underestimate how much Dwayne Johnson can get done in a day with Siri. Follow the world’s busiest actor and Siri as they dominate the day,” Apple said in a caption accompanying the YouTube video.

 

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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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CAMPAIGNS, Featured Stories

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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Featured Stories, International, Recommended Stories, Social Media

Google reveals 2017’s top YouTube ads

It’s December, and that means end-of-year reviews are coming up! Keep up with us as we upload content on the…

It’s December, and that means end-of-year reviews are coming up! Keep up with us as we upload content on the year’s best and top things, just like with this article.

Starting off is YouTube’s biggest global ads, showing us that although 2017 was filled with a lot of heartbreak and hurtful events, admen and women around the world continued to try and lift our spirits.

This year’s global ads have been filled with a lot of heart, care and goofiness. Surprisingly, a surprise entry this year shattered the competition, coming out of the blue and into our hearts.

 

10 –  Mr. Clean | 2017 Super Bowl Ad | Cleaner of Your Dreams

With over 17.6 million views, this video starts off the list and lifts the mood for the rest of the list.

The cleaning brand not only shows off its brand’s “assets,” and famous Mr.Clean, but also enjoys making light of the housewives’ dream of a man who cleans.

 

9 – Levi’s® “Circles” Commercial l Full

At 22.3 million views, this fun dance-filled video shows off the brand’s lifestyle and message to youth across the world.

 

8 – iPhone 7 — The Rock x Siri Dominate the Day — Apple

At over 25.2 million views, The Rock continues to be a media darling with his fun and easygoing personality.

Read more at The Rock and Siri go crazy; The Rock dominates the day with Siri

 

7 – adidas Originals | ORIGINAL is never finished

Right above iPhone’s 25mill is adidas’s 25.3 million viewed ad.

As adidas was one of the originals, original sneaker creators and sellers, the brand aims to remind people that Originals (and their original sneakers which are super popular right now) are still desirable.

The brand created a similar video later in the year with well-known celebrities.

 

6 – 2017 Kia Niro | “Hero’s Journey” Starring Melissa McCarthy

You don’t need to save the Earth on your own, but you can always provide in the little ways.

With their 2017 ad for the Niro, Kia shows that you don’t need to be saving the world all the time, but you can always do your part with their new Eco Hybrid car.

This funny and goofy ad has been viewed over 25.9 million times.

 

5 – Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”

In a year where America has seen a lot of heavy criticism due to issues with racism and etc., Budweiser, which is one of America’s most iconic Beer brands looked to put its hand in the ring.

The ad depicts the hardship that one of the company’s founders went through to come to America, showing that America is still the land of dreams for many immigrants, and that dreams can come true.

The ad comes at number 5 with 28.5 million views.

 

4 – MISS DIOR – The new Eau de Parfum

Dior has been in the industry for years and know just how to reach their audience.

With beautiful visuals and a popular celeb focus, this ad has reached over 44.5 million views.

 

3 – Ping Pong Trick Shots 3 | Dude Perfect (Oreo)

Oreo decided to go a bit different, using content creators and Trick Shot Aficionados Dude Perfect (with over 24 million subs), the brand was able to reach their audience with fun and engaging content.

At 94 million views, here is number 3.

 

2 – Clash Royale: The Last Second (Official Commercial)

2nd on our list comes mobile game application Clash Royale, which has been an advertising powerhouse for a while now.

The brand’s ad continues to gather fans and views even though it was released back in 2016, at 111 million views, here is number 2.

 

1 – Samsung India Service (SVC) – We’ll take care of you, wherever you are. #SamsungService

Coming in at Google’s YouTube’s top ranking, comes a surprising and endearing video all the way from India.

Although American ads have dominated YouTube, the winner goes to Samsung India with their beautifully crafted video.

This heart-wrenching ad breaks out of 2017 with a whooping 150.3 million views.

 

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