Mobinil Case study DAYMAN MAABAAD/ ALWAYS TOGETHER by Leo Burnett Cairo

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DAYMAN MAABAAD/ ALWAYS TOGETHER

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Industry Mobile Communications
Media Case study
Market Egypt
Agency Leo Burnett Cairo
Released February 2012

Awards

Mena Cristal Awards 2013
Arabic Culture Arabic Culture Emerald (Bronze)
Corporate & PR Film (Internal & External Communication) Emerald (Bronze)

Credits & Description

Client MOBINIL
Product MOBINIL
Entrant LEO BURNETT CAIRO, EGYPT
Type of Entry: Branded Content & Entertainment
Category: BEST USE OR INTEGRATION OF MUSIC
Title: DAYMAN MAABAAD/ ALWAYS TOGETHER
Product/Service: MOBINIL
Entrant Company : LEO BURNETT CAIRO, EGYPT
Contributing Company : LEO BURNETT CAIRO, EGYPT
Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
Ahmed Hussein Leo Burnett Creative Director
Osama Arnaouty Leo Burnett Associate Creative Director
Salma Nour Leo Burnett Art Director
Neviene Ragab Leo Burnett Art Director
Christin Ghobrial Leo Burnett Head Of Communications
Mohamed Aboulenein Leo Burnett Account Director
Shereen Mostafa Leo Burnett Producer
Hisham Soliman Hama Film Production Producer
Ahmed Abdullah Director
Tarek Hefny D.o.p
Nihal Farouk Art Director
Reem El Abd Stylist
Hisham Sakr Editor
Ashraf El Kholy Editor
Ahmed Farahat Music Composer
Naser El Din Nagy Songwriter
Mohamed Ghorab Music Producer
Hatem Amin Music Producer
Describe the campaign/entry:
There are no restrictions on Branded Entertainment in Egypt.
Results:
The agency was presented with a corporate campaign that further builds on Mobinil's position, "Always Together". This came at a time in Egypt where people where fragmented, each adhering to different political groups and ideologies. As each person sought their own agenda they were losing sight of what they share in common, the people needed to be united. Mobinil being Egypt's first telecommunications operator, has a long history and credibility with it's audience. The brand's sole purpose has always been to enrich people's lives and now it had to bring the people together. We wanted to remind Egyptians of what they share in common, and to show them that Egypt's backbone is the strength it derives from its diversity. We invited underground artists from all over Egypt and we made a song that combines and reflects each state's different people, environment, musical style and dialect.
The song reached more than 8 million views on Youtube, renewing the people's love for the brand, igniting some to switch telecom operators. It was played at weddings, parties and graduation ceremonies. Some people even made up their own version of the song. As for the business aspect, there were 1.5 million ringtones and call tones of the song downloaded. Initially the whole song wasn't aired, but rather several cutdowns were released; in response to the demand from people to hear the whole song, different channels offered to air the song for free, equating to $680,000 of air time.
After the song was released, it took only a couple of days for the song to become a cultural phenomenon, it reached more than 8 million views on Youtube, and renewed the people's love for the brand, igniting some to switch telecom operators. People were singing it on the streets, and television shows were praising how the song shows the essence of Egypt, it was even played at weddings, parties and graduation ceremonies. Some people even made up their own version of the song. Political figures coined the song a national hit and believed that whoever wrote that song should draft the country's constitution. As for the business aspect, there were 1.5 million ringtones and call tones of the song downloaded. Initially the whole song wasn't aired, but rather several cutdowns were released; in response to the demand from people to hear the whole song, different channels offered to air the song for free, equating to $680,000 of air time.