World Cup and Ramadan Campaigns Do Mix| Ramadan 2018!
The holy month of Ramadan is just around the corner, and as Muslims all over the world start to prepare mentally for fasting and deciding which TV series to watch, brands are releasing the much anticipated Ramadan campaigns.
Unlike any other Ramadan, this one is extra special because after 28 years, the wait is finally over and Egypt has qualified to join the World Cup in Russia 2018, which will occur right after Ramadan.
According to FIFA and Kantar Media final statistics of 2014 World Cup, total in-home audience reached 3.2 billion, final match total in- and out-of-home audience hit 1 billion. Moreover, an estimated 280 million people watched matches online or on a mobile device, so no wonder we started seeing the Egyptian Football National team players in some of Ramadan campaigns.
Since not only football fanatics are anticipating World Cup this year, brands will home in on a much larger audience if they created a localized, relevant Ramadan and World Cup integrated campaigns, appealing to this various audience, brands will successfully score a Mo Salah-like goal!
Many brands started releasing their Ramadan/ World Cup adverts even months before Ramadan has started, check them below;
Etisalat Egypt: اتصالات_ورا_كل_أبطال_مصر#
Etisalat Egypt has woken from its comatose and came back with a big bang! Etisalat is backing the great Egyptian football players, the ones who will be playing in Russia and the ones staying behind. In a catchy team anthem featuring the iconic Essam El Hadary.
The team anthem gained 21M views.
Etisalat has really gone above and beyond to leave its distinctive mark by creating a separate campaign targeting the famous Ramadan prankster Ramez Galal featuring his brother Yasser Galal.
Etisalat Egypt delves deep inside the puzzling psyche of the notorious prankster in a fun, sarcastic advert.
The advert has gained 11M views.
Fun stat: the hashtag #رامز_تحت_الصفر has started on the 7th of May and has reached 7.8M person on Twitter alone.
Vodafone Egypt: نجوم_رمضان#
Earlier this week, Vodafone Egypt has released their first copy of their Ramadan/World Cup campaign followed by two more, featuring various celebrities like Mai Kassab, Dalal Abdel Aziz and Yasmeen Sabry. Alongside, the real stars of Ramadan 2018, Ahmed Fathy, Saad Samir and Ahmed Hegazi.
Currently Vodafone Egypt has Ahmed Fathy’s advert 2nd on trending on Youtube gaining 5.2M views, the same copy has viewership of 6.5M on Facebook.
Coca-Cola Egypt: “تيشرتك هو علمك”
Coca-Cola Egypt released an earworm song earlier this month, encouraging Egyptians to collect the golden bottle caps to win the National team’s jersey. Cheering for the Pharaohs won’t be complete without the team’s jersey!
The song has gained 2.4M views.
For the second year in a row, Lipton is seizing the moment and inspiring a more relaxing, high-spirited lifestyle.
Lipton is bringing us along to the National team’s exciting journey, from behind-the-scenes shots to live videos, it is like we are right there with them.
Pepsi Masr: يلا_نكمل_لمتنا#
Pepsi has been teasing us since the 10th of April, and finally released the much anticipated ad on 8th of May featuring Mohamed Salah, The Egyptian King!
The ad gained 1.4M views in a week, which doesn’t bode well for Pepsi. However, on Monday a new video was revealed.
Following the concept of the main campaign “يلا نكمل لمتنا” Pepsi announced that they will bring the Egyptian Football National Team’s training camp to the audience. The new advert was viewed 336K times on Facebook.
Orange Egypt joined the battlefield on Sunday, with an advert featuring the “legendary” Magdy Abdel Ghany in Palermo, Italy.
Aside from whether the repeated joke of Magdy Abdel Ghany’s goal is still funny or not, Orange Egypt has finally got us the much needed promise to stop bringing up Egypt’s 1990 World Cup only goal when our Pharaohs score in Russia. Which we can all admit is quite the relief.
The advert gained 764K views on Facebook.
WE (Telecom Egypt): مصر_بصوت_١٠٠_مليون#
What is cooking?
Let us know in the comment below which advert did you like so far? And which brand are you anticipating the most.