When Orange came to launch its music app, Ghaneely, in Egypt, it had nothing new to offer. The music app was not the first of its kind. Other telecom operators had music apps that were launched earlier, not to mention the several global and regional music apps available to the masses. Ghaneely’s interface, music library and functionality was also inferior to others, and yet, our brief asked us to convince Egyptians to download this particular app. The objective was to somehow make Egypt choose Ghaneely as its preferred music source.

In the form of a music video, our creative idea was to give the Egyptian youth full control of our campaign; the same control they had when using our app, Ghaneely. To invite people to the experience, The music video was launched on social media music-less, mimicking a popular YouTube trend and inviting audiences to select their own music to best compliment the dance. The teaser led viewers to an interactive video (seen here) that gave the audience a the choice of picking the music for the music video, which would remain silent unless tried by our audience. Choreographed at a specific beat per minute, our music video was shot to ensure that any piece of music would work perfectly on the dance moves. App users got to choose the song they believed best fit the dance, and in doing so, create their own unique versions of our music video.

To invite people to the experience, The music video was launched on social media music-less, mimicking a popular YouTube trend and inviting audiences to select their own music to best compliment the dance. The teaser led viewers to a microsite that allowed them to experiment with different music choices, selecting from a playlist to create their own unique version of the clip. With over 90K unique sessions on the microsite, and over 110K likes and shares on social media, the campaign garnered more than 20 million views on social media. (try it for yourself through the URL above).