Dubai Lynx

Demagh Tanya

FP7/CAI, Cairo / ETISALAT / 2019

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Overview

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Overview

Idea

In Egypt, there is a huge meme culture. The idea was to reach our internet savvy target, by recreating Egypt’s most popular and trendy memes. Egypt’s most popular memes will be inside a young guy’s head, doing a funky dance tune on their catchphrases.

Strategy

Data and research showed that the target of Damage Tanya (16-24) year olds are heavy consumers of social media and internet, where 80.7 percent of males and 78.9 of females consume internet on social networks.

This is the target that spends his money and time on social networks. Most importantly on memes and viral videos. Our approach was to bring to life the real celebrities and influencers of the internet; the memes. They will be the ambassadors of our damage tanya brand.

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