Orange Ramadan 2019 ad analysis featuring Nancy Ajram and Tamer Hosny

Orange Ramadan 2019 ad analysis featuring Nancy Ajram and Tamer Hosny

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A strong start for the Arabic Super Bowl season, even though Orange Egypt advert wasn’t a star-studded ad like the last year’s Ramadan ad (جاري_يا_جاري), but it touched our hearts.

Orange creates a simple ad to convey its subtle meaningful message by casting the delicate Nancy Ajram and the humorous, charismatic Tamer Hosny.

There is a new noticeable direction in the telecommunication adverts this season. The switch from family oriented ads to a wider audience of kind human interaction’ direction.

Simplicity is the keyword of Orange Ramadan Advert. Simple celebrities, interactions, setting and the catchy song is just a bonus.

The advert is 2nd on trending with 495K views on YouTube and Facebook has been watched 1.5M times.

Orange Egypt is going back to the root of Egyptian kindness:

Egyptians are well-known for many great qualities which Orange Egypt highlighted in their new Ramadan advert like, helping strangers, supporting friends, generosity and a simple phone call reminding the close people to you that they are on your mind, these are just some great qualities that restore the faith in humanity.

 

 

The surprising appearance of Tamer Hosny’s co-star “Mostafa Hareedy” was such a nostalgic moment. He acted side by side Tamer Hosny in Omar and Salma movie back in 2007.

A strong start for the Arabic Super Bowl season, even though Orange Egypt advert wasn’t a star-studded ad like the last year’s ramadan ad (جاري_يا_جاري), but it touched our hearts.

However, aside from the catchy song, the brand’s message is not clear, simple actions go a long way, but how does that relate to the consumer? We didn’t realize it was an Orange advert until the part in the song that say “your call goes a long way”.

Read more about Orange Ramadan 2018 ad here: http://bit.ly/2H1KFL2

Orange جاري يا جاري and فرق كبير performance:

Partnering this Ramadan with Kpeiz we have been able to bring you this comparison:

Orange جاري يا جاري:

The analytics are of the span of 1 day;

 

 

Orange فرق كبير:

In a span of 14 hours;

 

Some Brands shying away from digital ads:

The above analytics piques the following questions.
Does using fewer celebrity or less budget in Ramadan ads means lower viewership and interactions?

Brands are going back and forth on digital sponsoring because of the recent appearance of Watch it and Netflix exclusive ramadan airing, so is the gap in numbers we are seeing is low budget of ramadan campaign.

A good marketing campaign delivers what its audience is waiting for, shows its human side and adds value, do you feel like Orange has succeeded?
Also, have you noticed that Nancy Ajram appears to be in only 1 location throughout the advert?

Or is Orange simply preparing a huge campaign for the Africa Cup of Nations (AFCON) which will be help in Egypt on the 21st of June?

Let us know what you think of Orange Egypt Ramadan advert.

 

 

 

 

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