Most Buzzing TV Ads in Ramadan 2012

The Most Viral Advertising Campaigns In Egypt - Ramadan 2012 Report Created by: @NehalHesham| Social Media Scientist

Preface D uring the reoccurring clutter every year in the Arab and Egyptian Television in Particular during the month of Ramadan, Brands find their own space in the Digital world. In this report you will find an overview of all the ads that where aired in Ramadan 2012. You will have access to their online performance , this report will also be zooming on the two most buzzing TV Ads in the month of Ramadan. This Report wont include the digital efforts of the brands, it will only discuss the buzz created around the ads. ~ Nehal HeshamViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

This report will be discussing the most buzzing TV ads during this month of Ramadan , and how they were shared and talked about online. The two top ads where for Nestle Maxibon and Etisalat Customer ServiceViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Coca Cola Happiness AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Coca Cola Ads During Ramadan 2012 Coca Cola’s main focus was about happiness, and about “Small Things That Matters” Coca Cola conveyed its message in two ways 1. A quick ad promoting for their Happiness Parade Trucks, with a quick Jingle Song by Nancy Ajram 2. An ad with small messages and scenes about how we can all do small things in Ramadan that Matters to the ones we love www.youtube.com/cocacolaegyptViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Coca Cola Ads Performance Happiness Parade Promotion • Ad Views: 109,089 • Shared: 57K • Sentiment: 89% Positive • Buzz: 12% from total online conversations • Share of Mind: 3% This ad was a part of a series of ads showing the happiness trucks moving all over CairoViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Pages Created For The Ad 5 different pages were created for Nancy Ajram Jingle SongViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Happiness Parade Ad Series • Coca Cola Featured a video every week visiting different governorates • Those ads views ranged from 20-30 K • Yet they had a very negative feedback onlineViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Happiness Parade Negative FeedbackViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets ExtractViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Coca Cola Ads Performance Happiness Promotion • Ad Views: 30,800 • Shared: 7K • Sentiment: 94% Positive • Buzz: 1% from total online conversations • Share of Mind: .1%Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Mobinil Ramadan AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Mobinil Ads Mobinil started the month with two different series of ads 1. Promoting the Success of their Last year employment campaign by featuring inspiring stories of people they helped 2. Ramadan Promotion ad (recharge and win) www.youtube.com/mobinilViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Employment Campaign Series of 3 ads promoting the success of their initiative • Ad Views: 5K-6K • Shared: 900 • Sentiment: 97% Positive • Buzz: 1% from total online conversations • Share of Mind: .1%Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Recharge and Win • Ad Views: K-6K • Shared: 1K • Sentiment: 32% Positive • Buzz: 9% from total online conversations • Share of Mind: 2% This campaign created a huge buzz, yet it was all negative at first, until people started using the phrase “‫ ”اجري يا مجدي‬as a catch lineViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Facebook Pages Created 37 Facebook Pages CreatedViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total of 700 tweets and 873 Facebook postsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Mobinil Big Come Back Mobinil had to do something about the ads, and something big so they can overcome all their crisis they had over the past year and half! Mobinil created a Music Video, featuring different sub cultures in Egypt and promoting for unity and using their new slogan “‫ ”ديما مع بعض‬This ad was a great success and created over 300 k views in its first two days • Ad Views: 1M • Shared: 230K • Sentiment: 98% Positive • Buzz: 16% from total online conversations • Share of Mind: 12% • Increase rate 70K-!00 K Per dayViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Facebook Shares & Posts 123K posts where shared discussing Mobinil’s SongViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total of 4K tweets and 1K retweetViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Sharing the LyricsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Mobinil Online Performance After Song Release Sentiment level: Increased be 78% positivityViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Rawaby Ad- The Shift in Butter & Ghee AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About The Ad Although the ads didn’t create a huge hype and not a lot of video views, but this ad created a shift in the strategy and execution of Ghee and Butter TV Ads in the region. This ad didn’t focus on the taste, smell and look of the food, it created a story and its musical appeal and conjunction with a Nostalgic Egyptian song , made the Jingle easy to remember and Created by: Leo Burnett to shareViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total of 234 tweets and 134 retweetViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Facebook Posts & Shares 146 Facebook PostsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

EL Bank El Ahly AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About the Ads • TNA created a series of 8 ads for El Bank El Ahly promoting for their support for small- medium enterprises • El Bank El Ahly Doesn’t have any social presence • Ads where very well presented and created a good hype and buzz onlineViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total number of 978 tweets and 453 retweetViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Comics Used Total number of 12 comics createdViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Nescafe Mekky AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About The Ads Nescafe Created two main ads only one of them hyped www.youtube.com/NescafeEgViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total number of tweets: 176Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Vodafone Egypt AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About The Ads Vodafone created a series of ads about how the décor of the commercial collapsed on the actors, its like a series of mini sitcoms http://www.youtube.com/vodafoneegyptViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Keyword: »‫«دوكور‬ Tweets: 345 Feedback was 87% NegativeViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Keyword: »‫«21 قرش‬ Tweets: 289Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Pepsi Fundraising AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About the Ads Pepsi decided to repeat their last Ramadan strategy of fundraising money for the poor and repeat last year success, yet feedback wasn’t as planned www.youtube.com/pepsimasrViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total of 543 tweets and 321 retweetViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Actors Hyped More Than The Brand Total of 1,043 tweets and 231 retweetViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Negative FeedbackViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Galaxy Reveals its Strategy!Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About Galaxy’s Strategy• Galaxy have been working for years worldwide on their undercover strategy and how they preview chocolate as a replacement of men!• This Ramadan in Egypt Galaxy came clean, it revealed to everyone that Galaxy helps all women overcoming what men do to them• The surprise was that men didn’t know that hidden strategy before and their response to the new ad was hilariousViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Facebook Posts 234 Facebook PostsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Official Video 347 Shares www.youtube.com/galaxyegyptViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Most Buzzing TV AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Nestle Maxibon Ice Cream AdViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Maxibon Ads http://www.youtube.com/NestleIceCreamEgViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Most Buzzing Ad Views: 52,018 Shared 7,456 TimesViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About The Ad Maxibon is a new product by Nestle Ice Crème The Ad is created by JWT and its aired in Ramadan 2012 – 21 July 2012 The Ad is aired on all Egyptian TV channels private and governmental Watch The AdViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Ad Preference When the ad was first aired it received negative feedback from the people in the first day July 20Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Most Catchy Phrase What made this ad special was the phrase of “‫”ابويا ابويا اللة يخرب بيتك عملت اية‬ People started sharing this phrase on Facebook and Twitter and started saying whether they like the ad or notViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

When Did it Boom On the 22nd of July a match After Al-Ahly winning a between the two most comic was spread featuring important teams in Egypt Karim Hassan Shehata (Ahly & Zamalek) was (Zamalek Coach Son) saying played. Al-Ahly is know for to Abou Treka (Ahly Player) winning almost all games ‫ابويا ابويا اللة يخرب بيتك عملت‬ played against Al-Zamalek. ‫ايه‬Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Phrase Usage Usage of the phrase started to boom from 340 mention per day and reaching 856 twitter mentions per day and 672 Facebook Posts per day after the matchViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total of 4,025 tweets where created & 1,032 retweetViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Facebook PostsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Comics Used Total of 123 different comic created shared 7,653 times on twitter and facebookViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Videos Shared Uploaded videos where shared 2,045 times on Facebook & TwitterViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Animated Video Created Users created an animated video discussing the story of the match vide created 1 M views triple the number the official ads createdViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Facebook Pages Created 11 Facebook Pages where CreatedViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Forums Sharing Shared on 245 different forumsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Etisalat Ramadan 2012 AdsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

About the AdDuring Ramadan 2012 EtisalatEgypt created 6 differentadvertisements attackingVodafone & Mobinil othertelecom companies in EgyptNotice in the background of bothads one is orange (Mobinil Color)other is red (Vodafone Color)Although they have created 5 adsbut only one of them boomedAds where like a series of breakup scenes between loved ones http://www.youtube.com/EtisalatMasrViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Ads Performance The first ad that was released was the one where the customer was furious people started talking about “‫ ”اتصالت‬and that increased after the second ad release in the second day of RamadanViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Which Ad Boomed and Why? The second ad boomed because it was like a basic break up scene between two couples, the male is trying to let go claiming that he has a Watch Video problem and don’t want her to suffer and she is crying and not wanting to let goViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Most Catchy Phrase What made this ad special was not only the phrase that was said, it was in the way it was said “‫”متقولش علي نفسك كدة انت جميل‬ People started sharing this phrase on Facebook and Twitter and started saying whether they like the ad or notViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Break Up Ad Performance The break up ad had a very interesting phrase that people started using and repeating the below graph shows the performance of the word “‫”انت جميل‬Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Tweets Extract Total of 2,566 tweets where created & retweetViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Videos Shared Uploaded videos where shared 2 960 times on Facebook & TwitterViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Official VideoViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Pictures & Comics Total of 8 different comic created shared 1,247 times on twitter and facebookViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Recent ComicsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Facebook Pages 7 Facebook Pages where CreatedViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Forums Shared through 139 different forumsViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Share of MindThousands of polls and questions where created asking about the best TV ads of Ramadan here are the final results 23% 42% Maxibon Etisalat Others 35%Viral Ad Campaigns Report Ramadan 2012 By @NehalHesham

Thank You Twitter: @NehalHesham Linkedin: in/NehalHesham www.nehalhesham.wordpress.comViral Ad Campaigns Report Ramadan 2012 By @NehalHesham

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Most Buzzing TV Ads in Ramadan 2012

by Nehal Hesham on Aug 21, 2012

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