YEARS OF CREATIVITY STARTED BY A MONKEY

TV ads are getting more creative than ever before and getting more professional to the the extent of international recognition in the offline advertising industry.

We as industry gurus are becoming more curious and followers of top brands creativity in TV ads from year to year specially during Ramadan.

Creativity in ads made us to pay more attention to them as viewers as well due to creative concepts and ideas that are well executed into these Ramadan ads.!

!What it has to do with Egypt mobile networks operators?

It's not a question of whether they think – it's how they think.““

Brian Hare - Duke University

Monkeys have more than 90 % of human DNA and

ranked as one of the top three most clever animals.

+

Mobinil Creative Ad

2007Back in Ramadan 2007, the creativity began and started to surface in our

homes,

since..

Yasmine Abdel Aziz &

The Monkey

Ad 2 Ad 3Ad 1

Ad 3 has 2nd highest views in 2010 (2010 average # of views 4000~7000) Subliminal Messages technique was first used in 2007 to refer to competitors, NICELY.

Monkey business is

done right where..

TV ads competition

shape and pace

has been set.

Mobinil ad campaign in Ramadan 2007 was a huge hit to ads competition and the talking-monkey character was a huge phenomena.

This TVC campaign is considered on most important factors that set a pace and a shape of today Ramadan ads.

Mobinil ad campaign in Ramadan 2007 was a huge hit to ads competition and the talking-monkey character was a huge phenomena as following stats are considered high relatively to 2007..,

Search

قرد موبينيل

1,230exact match

اعالنات "موبينيل" + "القرد"

5,240broad/phrase match

1,590exact match

موبينيل القرد

YouTube

1

10

100

1000

10000

100000

Social Shares Social Likes Views

39,000

669982

32,000

163265

15,000

45

172

Ad 1 Ad 2 Ad 3

Ad 3 has 2nd highest views in 2010 (2010 average # of views 4000~7000)

YouTube

0.01

0.1

1

10

Engagement Rate Video Score Ratio (less is better)

0.13

6.8

0.09

2

0.07

2.2

Ad 1 Ad 2 Ad 3

Ad 3 has 2nd highest views in 2010 (2010 average # of views 4000~7000)

Blogs & Forums

Other Greater Milestone Records

Other huge achievements and milestone records Mobinil has

achieved by creativity in songs and music culture.

Phenomenal Song “Dayman ma3a ba3d” 2012

3M Views

&

133K

Facebook Shares

“Dayman ma3a ba3d” Ramadan 2013

4M Views

&

188K

Facebook Shares

Remember the

iconic hit phrase which

was obsessively used offline

in our daily conversations ?

“ “Egri Yaaa Magdyyy

Ramadan 2012

Lastest Campaign

#فاعل_خير

Just one liner, affected us.

Offline advertisements are effective and yet to the point, so the emotional appeal effect

was outstanding on the #Hashtag as itis performing

well in other stats.

DO NOT LET HIGH K.P.I. FOOL YOU

!Highest metrics performance does not always mean a good indication

2010Starting from 2010, the channel has a bit of higher number of views over

competitors, but it not always a good sign.

opsss..!

Hakawy Friends Ad

Higher* views but..

* compared in the same date range

1

10

100

1000

10000

100000

Social Shares Social Likes Views

39,000

669982

56,300

529266

Hakawy Friends VF Ad ALO El Sehry M Ad

0.01

0.1

1

10

Engagement Rate Video Score Ratio (less is better)

0

7

0

2

Hakawy Friends VF Ad ALO El Sehry Ad 3

Ad 3 has 2nd highest views in 2010 (2010 average # of views 4000~7000)

lower social signals.

* compared in the same date range

Ramadan 2010

low views count, with high social signals*

*Apart from analyzing content creativity.

0

1

10

100

1000

10000

100000

Social S

hares

Social L

ikes Views

Engage

ment Rat

e

Video S

core Ra

tio0.10

17.90

17719.00

1405.00949.00

Ramadan 2010

Late 2011 we started to see different ad concepts, capitalizing on humor

celebrities.

2011

Hess El Sal3awa Ad

then..

2013

Asa7be / Enohom Qademoun Ad

toktok ad

Asa7be ad

Ads started reflect signs of irritation and annoyance for viewers

LikeDislike

= 97:95

Average Like / Dislike ratio 4:1 or higher

for every 97 likes , 95 disliked the video (Asa7be ad) for total views 1.27M

The Big Controversy

VF Ahmed Ezz RED Campaign

Really..!

When a brand endorsement backfired a negative publicity due to bad rumors going around a celebrity at the same

time of campaign launch.

5M Views*

minimum Like / Dislike ratio 4:1 or higherfor every 3 people liked the video, 1 person disliked it

452shares 1520likes

0.1%engage.rate 3:1likes/dislikes ratio

* low KPI relatively compared to averages and other video with way less views count

A GROUND OF A HEAVY MARKET ENTRY

2010After their first appearance in 2007 by 3

years, Etisalat Misr capitalized on numerous high profile celebrities in their first TV ad in the first year of

market entry to maximize awareness and to minimize competition gap.

Ad is not uploaded on their YouTube channel. (Ramadan 2010)

Outstanding Content

Tagreba Hakikeya Series

A very simple content idea that transmits humor and social

responsibility message with great indicators.

379K Views*

minimum Like / Dislike ratio 4:1 or higher (for indications only)for every 35 people liked the video, 2 person disliked it

4Kshares 8.1Klikes

4.4%engage.rate 35:2likes/dislikes ratio

* HIGH KPI relatively compared to averages and other video with way higher views count

Channel-by-Channel Comparison

Subs

cribe

rs

Video

sVie

ws

Avera

ge Vi

ew Co

unt

High

est V

iews

1,315,768

224,300

22,209,335

185

33,281

4,025,677900,571

65,162,743

425

79,537

5,200,747

769,700

81,992,684

520

72,892

Now..

The Genie

Vodafone vs. Mobinilsince his first appearance in both YouTube channel

Etisalat Genie was excluded from comparison due controversy about the Ad - KPI will be not accurate or relative

723Kviews 2.2Mviews

1148likes 338likes

335shares 216shares

4:2like/dislike ratio7:3like/dislike ratio

Etisalat Genie was excluded from comparison due controversy about the Ad - KPI will be not accurate or relative

Oct 2014 Feb 2015-