Cannes Lions

Ghaneely

FP7/CAI, Cairo / ORANGE / 2017

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Overview

Description

Produced 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. Because the app gave them a wide selection of music options, artists and genres to enjoy whenever and wherever, so too did our campaign. 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. Accordingly, our video invited our app users to choose the song they believed best fit the dance, and in doing so, create their own unique versions of our campaign. Therefore, without the engagement and participation of our audience, the campaign would cease to exist and remain music-less.

Execution

The music-less music video, choreographed at a specific beat per minute, was launched on social media inviting audiences to select their own music to best compliment the dance. The video 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.

Outcome

With dozens of fan authored spoofs, the Ghaneely campaign overall reached an estimate of over 20 million Egyptians on social media and through the micro-site. Our consumers actively engaged with an average visit duration of 3 minutes on the micro-site while social media racked up over 200,000 interactions and 15 million views. Ghaneely downloads set a new record for the service ROIs and surpassing the targeted number of downloads by 67.5%, bringing both awareness and brand perception up to their highest since the service's launch.

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