CAMPAIGNS, Featured Stories, Recommended Stories

Vodafone and Pepsi take us back to 2002 featuring Moustafa Amar

Establishing a strong relationship between Pepsi and Vodafone’s services is not a new move. Both brands have been cooperating for…

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone

Establishing a strong relationship between Pepsi and Vodafone’s services is not a new move. Both brands have been cooperating for mutual benefits as well as, better customer’s offers since 2010.

PepsiCo has joined forces with Vodafone Egypt and Vodafone Qatar many times before in 2011, 2012 and 2014 to bring many attractive offer to Pepsi and Vodafone customers.

Also Read ➤ Pepsi and Coke become “Frenemies” to support The Egyptian National Team

In 2010 Pepsi partnered up with Vodafone in a sure-win consumer promotion – “Drink Pepsi & Talk Vodafone”. The promotion was a huge success in terms of breakthrough concept, novelty and results.

Drink Pepsi and Talk Vodafone : Starting 1st of April 2010 With “Drink & Talk” promo all Vodafone customers will enjoy 2 minutes or 6 minutes when drinking Pepsi.

The association between the leader in soft drinks market “Pepsi” and the leader in Telecoms “Vodafone” was the core of the promotion as the consumers won Vodafone minutes every time they drank Pepsi.

In 2010 the campaign was Egypt’s biggest ever promo and in 2011 the objective was to do a promotion even bigger than (Pepsi-Vodafone 2010).

Vodafone’s Red Genie cooperate with PepsiCo:

Vodafone’s iconic red Genie, the mystical, elusive Genie. He switched teams in 2015 and went red when he joined Vodafone squad after leading Mobinil (re-branded into Orange) advert.

Throwback ➤ One Tiny Mistake…One Red Giant Comeback

As a reply for Mobinil’s advert, Vodafone hired the little sized guy who played the Red Genie role in Mobinil’s advert and produced a very creative ad that shows the little sized guy a witty little genie who can’t be fooled or bulled.

In Ramadan 2015, Etisalat took a bold move teasing Vodafone red genie advert and countering its Genie campaign by re-producing the genie concept while mocking Vodafone’s campaign for Ramadan.

Also Read ➤ Ramadan 2015 campaigns review and critiques 

The controversial genie is summoned again to appear on Pepsi’s can and pave the way to announce Pepsi and Vodafone cooperation in 2017.

Vodafone Egypt joins Pepsi for yet another year, providing both Vodafone and Pepsi’s customers half their money back whenever they purchase either of the products.

بتعمل ايه على كان البيبسي يا مارد؟ Pepsi

Posted by Vodafone Egypt on Wednesday, March 22, 2017

Pepsi Arabia posted on Wednesday 22nd, that it burrowed Vodafone’s red genie, when they found that Vodafone Egypt was wondering why the genie was on Pepsi’s can. With the rather unflattering genie’s history, the playful teaser between Pepsi and Vodafone is a breath of fresh air.

Pepsi and Vodafone’s blast from the past advert:

Pepsi and Vodafone created an advert featuring Moustafa Amar to promote the renewed alliance. The advert is a recreation of “Munaya” video clip by Moustafa Amar, it was released back in 2002.

At its time, the music video was sensational, due to the “new” technology used in it back then. Which is a smart move because relevant blast from the pasts are very effective. As well as, the message is showcased in the video style and the lyrics was adapted to match the promotion.

Is Moustafa Amar the best celebrity choice for the advert?

Choosing the right celebrity for the brand endorsement is critical, when brands choose the celebrity for its advertisement, they need to consider celebrity’s credibility and relevance to the brand, furthermore, his/her attractiveness in terms of; likability, familiarity and beauty.

Recommended ➤ Why nostalgia marketing is powerful tactics within any marketing strategy?

When consumers view a commercial and believe that the celebrity endorser and the brand “match up,” recall of the campaign and impact of the advertisement increase.

In this sense, if a celebrity endorser seems out of place in a campaign, the impact won’t be nearly as powerful or can even backfire.

So, is Moustafa Amar the right celebrity for Pepsi and Vodafone advert?

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone

Knowledge Hub Specialized in Publishing Insights and Analytics Developed for Digital Marketing, Public Relations and Communications Experts.
Entrepreneurship, Featured Stories, Knowledge Base, Recommended Stories

When and how to start outsourcing your business?

There is a reason why freelancing and outsourcing is becoming a popular trend with many international companies. With a tough…

There is a reason why freelancing and outsourcing is becoming a popular trend with many international companies. With a tough local and international economy, companies have to do what it takes to maintain a steady profit, and find ways to reduce costs.

Outsourcing is becoming a big trend in many industries, due to its many advantages and low costs.

For small and big businesses alike, there comes a time when a decision must be made. Do you build a new team or primary service, buy certain tools or do you outsource for a short time?

That is another way that outsourcing can help.

 

So, when should you start considering to outsource?

Do you procrastinate when faced with a particular task?

Is it a one-time task? Is it a primary service that your business offers, or something for a specific client or project?

Is it a once a month task? Such as Legal duties, or financial accounting?

Are you still saving up for an expansion? Could you afford an expansion for this task?

Is it a non-essential function of your business?

If you’ve answered all by one of those as yes, then that is when you should be outsourcing.

A definition for outsourcing is “the strategic use of outside resources to perform activities traditionally handled by internal staff and resources.”

The reason is simple, because it can be advantageous most of the time.

Your business is saving money, effort, time and energy, making it more efficient on that tasks that truly matter.

 

Why should a business outsource?

So, you know when you should be looking into it, or maybe you’re interested.

The thought still lingers in your mind, it might be a good idea but why should I?

There are many things that you can consider that could make outsourcing a great opportunity for your business.

 

1. Employee costs and non-productive hours

Office space, cafeteria benefits, hospital visits, insurance, and lunch breaks are things that cost the company profit per full-time employee.

These are also things you can save on when outsourcing.

These make a full-time employee more than twice as expensive as a short offer for a freelancer.

 

2. Efficiency

Freelancers and outsourcing give you a special opportunity, an opportunity to capture and use talented people that you may not have been able to afford otherwise.

Talented graphic designers, high-end lawyers, highly-organized accountants, and smart assistants can be found as freelancers, and at a lower-price than full-timers.

They tend to be more efficient as they have stricter deadlines than full-timers, and may be able to do the job better than you or any other current employee.

 

3. Frees up internal resources

Getting freelancers doesn’t only work as a way to do unrelated or menial tasks, they also function as a way to lift weight off of your shoulders.

Using a content marketing freelancer to prepare content calendars, or receiving content from freelance content creators, can help free up internal resources.

Freeing you and your employees up for other important tasks, tasks that they can handle more efficiently with less of a work load.

 

What are you waiting for?

As you can see, outsourcing could be a very beneficial strategy for you and your business.

It does come with its own issues, such as communication and delivery of work, but if you plan it right, it will help you and your business thrive.

So, what are you waiting for?

Have another reason why outsourcing won’t be a part of your business strategy? Let us know in the comments below.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
CAMPAIGNS

#Lovely Campaign: 70 years of Egyptian cinema, music, and Pepsi

For over 70 years, Egyptian cinema has been the Hollywood of the Middle East. For decades, Egyptian music has been…

For over 70 years, Egyptian cinema has been the Hollywood of the Middle East. For decades, Egyptian music has been blasted through countless streets, and concerts filled to the brim.

For over 70 years, Pepsi was there to see it all. That is the premise of Pepsi’s newest ad, Lovely.

Pepsi’s newest campaign aims to remind us of its long-lasting presence in the local scene, and how it has constantly evolved to fit with the times and style of each time period.

 

The ad brilliantly moves through the decades, showing off the fashion, film styles and Egyptian music development timeline for the last 70 years.

Moving from classical black and white to Amr Diab-like in the 2000s, to today’s popular festival music videos and dancing styles. Listen to the musical stylings of the mid-1900s, to the 70s bright flower power era to today’s electronically mixed music.

And listen to the different lyrical stylings of each decade.

 

Inspiration

Taking its main music notes and lyrics from the classic Nos Sa’a Zawag (نصف ساعه زواج) 1969, by Samir Sabry and Shadia.

The song, and movie, has been an important classic in Egypt’s cinematic history, with many Egyptians still remembering the well-known movie. Many of us, young and old, still remember the song as well.

This Egyptian musical classic lends its nostalgia and familiar notes to Pepsi, who has tweaked each time period’s music and lyrics according to the appropriate popular music style.

 

Some eagle-eyed viewers may notice the subtle joke Pepsi makes, in which a larger woman attempts to wrestle the attention of the secondary male, a scene stealer in the original movie scene.

 

Continuation

Pepsi seems to be preparing a series of videos to compliment the campaign, each showing a specific era’s lifestyle and Pepsi can design.

So far, the soft drink manufacturer has only released its first video, focusing on the mid-1900s.

Although Pepsi has used Nostalgia as a long-running strategy over the many decades its been in the industry, it continues to defy over usage of the theme and keep engaging audiences.

What do you think of Pepi’s newest campaign?

Is it a hit or miss?

Let us know in the comments below.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
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

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
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.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading