The celebrity filled advertisement is a Ramadan trademark, AKA the Middle East Super Bowl.
Brands save up almost half of their marketing budget for Ramadan advertisement because of the vast TV audience, due to the overload of series airing.
A few years ago, we have seen brands going digital to embrace the Ramadan spirit by donating their advertising budgets to charities after coming under fire because of the over-the-top extravagant ads.
However, we were under no misconception that brands would just stop creating star-studded adverts in Ramadan, to be able to compete with the huge amount of brands, they have got to go above and beyond.
Orange Egypt: جاري_يا_جاري#
Orange Egypt released yesterday its first copy of Ramadan ad featuring many celebrities from superstar footballer Hossam Ghaly to global music sensation Mohamed Mounir. No wonder it is such a hit.
Orange Egypt has spared no expense when creating Ramadan’s advert, the casting choice was on point, including Donia Samir Ghanim, Hend Sabry, Dhafer L’Abidine, Hossam Ghaly (AKA El Capitano), Nicole Saba and last but not least, Mohamed Mounir (AKA The King).
The ad is no. 8 trending on Youtube, with 1.79M views and 3.91K increase in subscribers.
5.3M viewership and total of 384K engagement on Facebook.
The hashtag “جاري_يا_جاري” has 2.4M impressions on Twitter and Instagram.
Orange Egypt Relevant and Relatable Content:
The sheer amount of advertisement on the first day of Ramadan was flabbergasting, this is why smart brands create relevant and relatable content to resonate with their target audience.
Orange Egypt’s song is relatable and will definitely resonate with Egyptians because the melody is of a famous movie soundtrack, “Shams el Zanaty” by Adel Emam. Not only that, but we can all relate to one or more situation mentioned in the song, like the noisy renovating neighbour, or the lady in the first floor who is always aware of your every move.
On the other hand, the advert is relevant to Ramadan’s spirit, as Egyptian neighbours has a timeless tradition of continuously sharing a plate of food in Ramadan, and the non-ending invitations of iftar and suhoor. Also, We tend to feel more forgiving and generous in this holy month than any other time. Orange Egypt took the rule and turned it on its head, shifting our perspective of our -annoying- neighbours in a fun song, and encouraging us to look at the bright side.
Spot 2 differences between Vodafone’s “العيلة الكبيرة” and Orange’s “جاري يا جاري”:
Many brands opts for catchy music adverts in Ramadan to resonate faster with the audience, so it was expected.
In 2015 Vodafone Egypt released “العيلة الكبيرة” (the big family) advert, which is technically, the same concept and star-studded implementation as Orange’s new ad.
Check both of them out and tell us what you think in the comment.
Nostalgic Note: another way to look at it; Orange has always been creating relevant music advertisements long since it was called Mobinil. Check this ad released back in 2012.
الأغنية الجديدة اللى هتحتل دماغى فى لجنة الامتحان : جاري يا جاري يا حتة سكرة
و هاتك يا لااااااااطم بقي 🙂🙂
— 🐯 (@MarianneTaodros) May 18, 2018
“جاري يا جاري يا حتة سكرة” إيه يا جدعان، إحنا عندنا في مصر نص الجيران عاملين محاضر لبعض.
— Esraa (@EsraaMaaruf) May 17, 2018