Finding an existing Egyptian song that is relatable to the masses and relatable to our films was very challenging; each track’s lyrics in each of it’s featured lines had to hit directly on someone’s pain point in a very specific situation, as if the song is made to make a certain moment worse, to magnify the effect of uncontrolled music on people in public spaces. Each track has to fit each story, and they did; making our films entertaining in every second they were played.

Egypt has a large untapped total addressable market (TAM), with no music streaming platform winning over the market and changing listening behavior. Listening behavior is still largely driven by music piracy, with Egypt ranking 9th globally in piracy, mostly driven by web downloads, as well as radio (reaching 62.9%) and YouTube/stream ripping. The region is still in the early growth stages, with all players combined expected to have 27% of TAM across MENA.

Our film starts with an awkward situation where we see our hero clearly uncomfortable and music from an uncontrollable source starts playing. As the song starts playing, the lyrics coincidently strikes an unwanted chord; its as if the words are directed at our heroes describing the situation they're in, making it more awkward and uncomfortable

As the hero gets more uncomfortable with everyone lip-syncing to the song and in their imagination it seems that they are speaking to them, they snap out of it and take control in a second by listening to the music they want on Spotify.

When you listen to music from an uncontrolled source (radio, speakers), you can’t control what you listen to. When you listen to music on Spotify, you’re in control.

We clearly see the role of Spotify; allowing listeners to take control in a minute pushing breadth of content with Spotify’s music library.

Challenge: Introduce Spotify as a free, one stop solution for all music needs to change listening behavior in a market dominated by Music Piracy.

Brief: Positioning Spotify as the easy and FREE go-to music destination for all moods & moments with the biggest music library to drive awareness in a low streaming market.

Objectives:

Drive brand awareness & become a household name; the free music solution for all moods & moments.

Insight:

In a low streaming market, we’re not only competing with piracy, but also the sound of noise people would choose not to listen to, if only they had the choice to take control and activate their selective listening. We sometimes feel the noise around us is striking an unwanted chord, we wanted to reverse the situation by empowering Egyptians to take control on Spotify.

We chose music from the top music genres listened to by Gen-Z and made sure we included top streamed songs/artists for our campaign. Not only that, we wanted to ensure our choice of song would resonate with our target while resonating with our campaign message as well.

Using a mix of top artists and different genres - each copy brought a certain twist to our viewers.