Hani4You - Nov'17 (Creative Industry Summit)

Creative Industry SummitEXCLUSIVE INSIGHTS FROM THE ADVERTISING EVENT

1

Hani for You - November'17

Who Am I?2

Hi! I am Mohamed Hani, a

Brand Growth Synergist who is passionate about Marketing

with all of its sub-roles

Agenda

About the event

About the event and what’s new this year in

Ramadan (Already covered in the video: Press Here)

Offline vs. Online?

Insights from the Digital World in Ramadan

Ramadan Campaigns from a Digital Perspective

Case Study: EGBank

3Today I am going to take

you through what

happened in the Creative

Industry Summit, highlighting

on key insights that worth

investigating

https://youtu.be/uC92KDN_6yY

About the Event

The creative industry summit is an event that gathered many marketers

and advertisers to talk about key insights they had from last Ramadan

(which is considered as the hub of campaigns).

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Remember last point discussed in the video?

Link of the Video in case you haven’t watched it yet (Press Here)

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https://youtu.be/uC92KDN_6yY

Offline vs. Online

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Offline vs. Online 7

Source: Group m (From MBC Group Marketing Director Presentation)

19 16 15 1825 30 26 27 29 28 28 30 31 31 32 33 34

81 83 84 8274 69 71 69 66 66 64 60 56 55 52 48 45

0 1 1 1 1 2 3 4 5 6 8 10 12 14 16 18 21

"2005" "2006" "2007" "2008" "2009" "2010" "2011" "2012" "2013" "2014" "2015" "2016" "2017" "2018" "2019" "2020" "2021"

MENA net advertising revenue (% by medium)

TV Other Online

Despite the decrease of other offline media channels, TV still dominates as the highest medium for

advertising revenue. Yet, it is worth mentioning that Online is having an increasing trend after 2013

After noticing how the online medium is

growing in the recent years, let’s have

more understanding on the online

world in Ramadan.

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Insights from the Digital World

in Ramadan

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Insights from the Digital World 10

Facebook is a leading mobile platform in MENA & comes to life in Ramadan

233 million 115 minutes

avg. time spent daily

in Ramadan

300 thumbs

avg. touches daily

in Ramadan

Source: Naureen Mohamed (Head of Brand Advertising Facebook Presentation

People on Facebook MobileEvery Month in the MENA

130 millionPeople on Facebook Mobile Everyday

86%

People on Facebook

Celebrate Ramadan


What’s new in Ramadan on facebook this year? Timeline

4 9 weeks

4 Weeks in advance:

Discovery & Inspiration

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According to Naureen Mohamed (Head of Brand Advertising MENAP Facebook), facebook team

consider that the month of Ramadan has 9 weeks based on engagement and behavior

Ramadan is

3-4 Weeks in Ramadan:

High Mobile Engagement

Final WeekEid last-minute gifting

(Highest at the hour of IFTAR)

Source: Naureen Mohamed (Head of Brand Advertising Facebook MENAP) Presentation


What’s new in Ramadan on facebook this year? Online Shopping Time

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Shopping behavior on facebook changes after midnight during Ramadan, having percentage of

usage during that time peaking at 3 AM.

After midnight Shopping behavior


Mobile Shopping Share % Usage


What’s new in Ramadan on facebook this year? Cooking Content

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In addition to traditions about Ramadan’s food, we see now the cooking fast technique (45 seconds

instead of 45 minutes) which is very potential to be used in Ramadan.

Ramadan is time for food(Cooking fast technique opportunity)

45 minutes 45 seconds

Rachel Ray’s Show

1.2 million views

Tasty’s Videos

11 million viewsSource: Naureen Mohamed (Head of Brand Advertising Facebook MENAP) Presentation

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What’s new in Ramadan on facebook this year? Communities


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Based on results seen among communities who had high engagement in Ramadan, facebook has

future plans to give more space to communities to share content and come together.

Communities are the future

Iftar, Sohour and Cooking Helping others and charity works.

Conversations centres around

Insights from the Digital World

15To Conclude (Insights from the Digital World)

Online medium is growing, and worth having attention.

Facebook is leading in MENA especially in Ramadan through mobile platforms.

Ramadan lasts 9 weeks on Facebook Need to have further exploration and adjust digital media plan accordingly.

Online Shopping behavior changes in Ramadan Need to consider re-planning for Ramadan online retailing accordingly.

Ramadan’s association with food is an opportunity Creating cooking content with a possibility of high viewership if creative implemented using modern approaches (Tasty).

Communities are very important during Ramadan Worth taking part in.

After understanding the digital behavior in

Ramadan, let’s see how the brands were

present in Ramadan online

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Ramadan Campaigns from

a Digital Perspective

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Ramdan Campaigns (Digital) 18

89 Brands advertised during Ramadan

Source: Think Marketing Magazine


What’s new in Ramadan Campaigns this year in the Digital World?

Pepsi Digital Campaign(Only campaign to maintain Ramadan legacy)

13 ptAd recall lift

3 ptfavourability lift


It was an evolution to the world of digital campaigns in the Middle East with Pepsi’s campaign

integrating the “Yalla Nekammel Lammetna” legacy of Ramadan in a digital context.


300 million (total views)

73% 27%

Led by:

1- Telecom 46.7%

2- Home Appliances 24%(Carrier, El Araby…etc.)

3- Others 13.4%(CSDs, Real Estate, NGOs, Men’s Wear & Steel)

4- Banking 10.5%(Mainly because of EGBank)

5- Rest of FMCG 5.4%


Led by:

1- Telecom

2- NGOs

3- Banking

4- Steel

5- Real Estate

6- CSDs

7- Others

8- Home Appliances

9- Rest of FMCG

- Excluding CSDs, FMCGs are having the least share of viewership among all categories. Whereas Telecom is

consistently having the highest viewership on both platform.

- Home Appliances focus more on Facebook platform, while NGOs are having more presence on YouTube.

- The Banking sector made it to the top categories this year.


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Top 10(Brands in terms of viewership)

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

44m

39.4m

Views

31m

27m

8.2m

7.5m

6.5m

5.4m

4.7m

4.7m

22.9m

22.2m

Views

7.7m

6.5m

3.5m

2m

1.7m

1.5m

1.3m

1.2m

- Only Nestle, and Mandolin(Mondelez) are the FMCGs thatmade it to top ten beside the CSDs(Pepsi and Coke).

- Banking brands are present in topten on both platforms.

- As usual, all Telecom brands arehaving their strong presence inRamadan which let them to thetop ten.

- MYF (NGOs) & Mountain View(Real Estate) made it to the top 10.

We started to see categories having strong presence in the digital platforms

(NGOs, Banking and Real Estate).

Companies like Pepsico started to focus only on the digital platform with new

creatives using technology.

Telecom is consistently having strong presence online in addition to their

offline spends.

Home appliances focused on having good presence not only offline, but also

online.

Excluding CSDs, FMCG sector didn’t have a strong presence on digital this

year (It is also noticed that there was absence of some big players both offline

and online such as Juhayna).

22To Conclude (Ramadan Campaigns from a Digital Perspective)

Now we had an overall understanding from

what happened in Ramadan this year, let’s

have a look on a case study for our

creative learning

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EGBank Case Study

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EGBank Case Study

About the brief

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Few no. of Egyptian

population are banked

Majority of the population

under 30 YOYouth don’t like banks

This is in addition to the challenge that campaigns in the banking sector usually don’t standout compared to other categories.

1 2 3

Banked

10%

60

25

12

3

Below 30 30-49 50-69 Above 70

**Figures presented by FP7 and Marketing Communications Manager of EGBank

EGBank Case Study

The objective was a single-minded objective

(from creative/advertising perspective; It’s better to have one clear objective to focus on instead of several ones within same campaign)

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“Growing no. of debit accounts of youth”

Objective

Source: Presentation of FP7 and Marketing Communications Manager of EGBank

EGBank Case Study

Throughout the past years, youth are being judged and compared, and this was even communicated through famous figures in shows that gained

audience attention

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Key Insight – Source of Inspiration for Campaign’s Idea “Raouf”

Younis Shalaby in 3eyal Kebret Alaa Waly El Din in Abod 3al 7odod Ahmed Helmy in Zaki Chan Ahmed Rateb in Sok 3ala Banatak

Raouf is

Source: Presentation of FP7 and Marketing Communications Manager of EGBank

EGBank Case Study

It was a clever insight to work on, because the idea itself was unintendedly

incepted in minds of target audience throughout the past 20 years in the

media through movies, TV shows and theatre plays. i.e. Exposure to a consistent message for 20 years through figures that audience became fan of Could

driven both emotional and rational (mainly due to relevance) response to

target segment. Hence, audience could be persuaded for conversion.

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My opinion about that key insight

Another famous example of inception done: In USA, Hollywood was consistently prefacing the

idea of having a black president like Obama through different movies and various scenarios.

Morgan Freeman in

“Deep Impact” (1998)

Tommy Lister in

“The Fifth Element” (1997)

James Earl Jones in

“The Man” (1972)

Chris Rock in

“Head of State” (2003)

EGBank Case Study 29

Campaign Results

**Figures presented by FP7 and Marketing Communications Manager of EGBank

100%More than

Increase in no. of accounts(In my view, figure could be overrated, but this might be due to having EGBank still new and growing in the market)

1

2 Lots of Earned Media

(Offline: EGBank’s hero interviewed by popular TV Talk Shows)(Online: Publications and other companies used the icon in their campaigns as well)

My story in a nutshell30(EVENTS ARE ORDERED IN CLOCKWISE)

During university:

Started my experience by joining

international youth organizations

As a marketing member:

Implemented activations by organizations

and sponsors, as well as doing PR activities

During my military service period:

Experienced advertising

production cycle through

several creative videos

(Link: Press Here)

then, I took leadership roles:

- Product Manager in

- ER Leader in (PR and Marketing)

After graduation:

Acquired CIM Certification in Professional Marketing

from Chartered Institute of Marketing in the U.K.

After the army:

1.5+ years of experience mainly with

FMCG and Telecom MNCs

The Beginning

Activation & PR

Leadership &Product Management

Certification

Advertising

Marketing Research

https://www.linkedin.com/in/mhani/

Mohamed Hani:

https://www.youtube.com/channel/UCwe3OtJLLVRRI0IM8x4Ujrg

https://www.linkedin.com/in/mhani/

31THANK YOU!

Hope you enjoyed the presentation,

and here you my contact info…feel

free to contact me at anytime to

share thoughts or questions