CAMPAIGNS, Inspiration

Vodafone Foundation features Egyptian heroes at Rio Paralympics in Amazing Commercial

Vodafone Egypt Foundation has been committed to empower Egyptians with disabilities for more than 13 years. As the foundation decided…

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Vodafone Egypt Foundation has been committed to empower Egyptians with disabilities for more than 13 years. As the foundation decided to be the official Proud Partner of the Egyptian Paralympics Committee for two years in a row.

TMI Stories (themediainnovators) managed to work with Vodafone Egypt Foundation on a story that give our champions the proper recognition and to inspire the whole nation with the power of will to achieve national and personal goals.

Its General Secretary told TMI Stories (themediainnovators) in first briefing session frankly: “These people should be the true source of inspiration for all Egyptians, we know our people are suffering from low spirits and we wanted to give them a spark. We see it the time to give these people the proper recognition they deserve, to tell the world about their life stories, about how we care about them and how we are genuinely proud of them, and finally to let the people learn that only the power of will is what will drive them to gold”.

The result is one of these ads that changes the way some people looked at the world. The video tell a story about a kid who put an objective to be an Olympic Champion in 4 years plan.

Vodafone Egypt Foundation published such an amazing inspirational video that will truly inspire you for doing more, achieving more and respect the Egyptian heroes at Rio Paralympics:

Alongside Paralympics history, Egypt has claimed 165 medals at the Paralympic Summer Games. Rio Paralympics 2016 opening ceremony gets the biggest Paralympics yet in terms of athletes participating and the greatest performances.

Vodafone Egypt Foundation was established in 2003 as a non-profit foundation registered at the Ministry of Social Solidarity. Since its establishment, Vodafone Egypt foundation has entered into many successful partnerships with non-governmental organisations (NGOs) in order to address a number of developmental challenges and promote positive change for various local communities.

Credentials:

Client: Vodafone Egypt Foundation
Agency: TMI Stories (themediainnovators)
Account Director: Abdelrahman Yassin
Creative Director: Hussein Moussa
Operations Director: Marwan El Hadidy
Senior Copywriter: Hussein Moussa
Executive Producer: Abdelrahman Yassin
Producer: Marwan El Hadidy

Production House: Mafahim Productions
Head of Production: Waly Gohar
Director: Hassan El Sayyad
DOP: Fawzi Darwish
Art Director: Maysoun Rabie
Focus Puller: Muhamad Emad
Gaffer: Mahmoud Easa
Grip: Zidan
Video Editor: Hassan El Sayyad
Coloring Studio: The Post Office
Senior Colorist: Ahmad Gamal
VFX: Yamen Zakaria

Music Production: Mustafa Negm Studios
Music Composer: Mustafa Negm
Vocals: Enjy Omar El Etribi – Zigzag
Producer: Abdelrahman El Garawany
Lyricist: Muhamad El Sayed
VO Artist: Muhamad Atta – Hesham El Shazly
Sound Designer: Muhamad Awad – Mustafa Negm
Audio Mastering Studio: SAGE AUDIO

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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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Inspiration

Samsung A8 social experiment proves that everyone is beautiful

What would you do if you were called beautiful? What would you do if someone stopped you in the street,…

What would you do if you were called beautiful? What would you do if someone stopped you in the street, with no indecency and just clear honesty, and told you that you were beautiful? How would you react?

Quite a few people have come out to test the question, and now smartphone manufacturer Samsung is joining their ranks.

With their new ad for their Samsung A8 and A8+, Samsung discoveries how everyday people react to a simple truth.

Everyone is beautiful.

The reactions were both sad and uplifting. When told the person behind the camera, filmmaker Shea Glover, was taking photos of what she saw as beautiful, these were some of the reactions.

“Okay, why did you invite me?”

“I don’t know how to take a picture like that.”

“I don’t know, I don’t get called that that often.”

“Usually I get called ugly or something, so that’s a first.”

The brand’s video mixes together both a loving and emotional ride of emotions, all in perfect clarity with their A8 phone.

Targeting Generation Z

Samsung is tapping into Generation Z’s craving for authenticity in a new, international ad campaign for Samsung Galaxy A8, created by the Cheil Worldwide Network.

At the heart of the campaign is the young director and social anthropologist Shea Glover, who appears on screen as well as sharing a co-director credit. In it, she takes her previous social experiment exploring self image to a global audience, making an emotional film showing what happens when a wide range of Gen Z strangers are told that they’re beautiful just as they appear.

Using the power of viral vidoes

The TV Commercial Ad titled Lets You Be You was done by Academy Films advertising agency for product: Samsung Galaxy A8 (brand: Samsung) in United Kingdom. It was released in the Jan 2018.

Viral videos, while not the most popular buzzword anymore, still have a power to gather people together under a single feeling or banner. Glover, whose shot to fame was a world famous viral video that sparked and inspired countless other touching videos, knows this very well.

Her original video, in which she went around her high school filming as she told people they were beautiful, has been watched over 17 million times on YouTube. Not to mention how much it was shared and talked about on other social media sites.

 

This sparked other projects such as Rotasiz Seyyah’s “You are so beautiful,” and Johanna Siring’s “Kiss of a stranger.”

Samsung understood the power of before and after shots, and of how emotional marketing can settle a brand into people’s hearts for a long time.

Using not only the idea but also the original videographer, Samsung was able to create an easily sharable, and possibly viral ad.

The Samsung ad was designed to serve as a demo of the phone’s ability to take “beautiful” photos in various lighting and weather conditions. It also allows the brand to embody itself as a caring and loving brand.

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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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