The Branded Entertainment Scene is not very developed in Egypt. Clients are more skewed towards traditional advertising. Lately, the unbranded entertainment competition became very aggressive, which drove the agencies to push their client for more branded content, especially online, in an effort to gain a share of interest among audience.

We created a story out of a minor innovation to make it an epic. We introduced "The swimming Mangos" by Dolceca ice cream. A film that showcases how Dolce goes the extra mile to bring in the legendary taste of "swimming mangos" to the ice cream world.

We started with a trailer on TV inventing viewers to go online for the full film. The story of the legendary Mangos were also accessible via point-of-sale and Social Media.

The business growth of 26% compared to the previous year. The growth on the impulse range contribution from 35% to 37% of the total business while the impulse range contribution increased by 4% compared to the previous year. Also, the Facebook page scored 106,889 likes in 2 weeks.