Credits & Description:
Product MSN EGYPT
Entrant WUNDERMAN Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: Use of Digital Media (Including Internet, Mobile Devices, etc)
Title: THIS IS EGYPT
Product/Service: MSN EGYPT
Entrant Company: WUNDERMAN Dubai, UNITED ARAB EMIRATES
Advertising Agency: WUNDERMAN Dubai, UNITED ARAB EMIRATES
Name Company Position
Pooja Chandani Wunderman Creative Director
Rasha El Saadi Wunderman Art Director
Jessy Shoucair Wunderman Graphic Designer
Shweta S. Tariq Wunderman Senior Copywriter
Adrian Otto Wunderman Business Director
Jean-Baptiste Saulnier Wunderman Senior Account Manager
Babu Nair Wunderman Senior Artworker
Dhaval Desai Tattoo 360 Technical Director
Sajith Radhakrishnan Tattoo 360 Web Developer
Jameer Mohammed Tattoo 360 Flash Designer
Manoj Nellary Animator
Results and Effectiveness:
This was one of the most successful, digital campaigns for MSN – especially considering that we had only used MSN Egypt’s own digital media space to advertise their products. The Ana Masri pack was downloaded 119,296 times – not just by Egyptians but Arabs across the region who’ve grown up on Egyptian culture. Increased visits to MSN Egypt through our campaign led to higher downloads for other Microsoft products, just what our client was looking for. Internet Explorer was downloaded 13,894 times, Bing was set as homepage 59,682 times and Windows Live Essentials was downloaded 24,617 times.
We used just one unique digital medium to draw our audience to the Microsoft brand. 10 Egyptian emoticons and avatars were created for MSN Messenger – they looked, talked and behaved just like local Egyptians of today. The people of Egypt could now express themselves through over-emotive gestures, digitally. This pack of 10 emoticons was named ‘Ana Masri’ or ‘I Am Egyptian’ to further reinforce the unity that Egyptians have amongst each other despite their diversity. We used Microsoft’s in-house database and digital space to advertise them through e-mails and web banners placed on MSN Egypt. This became our entry point – it was one way of getting our audience to MSN Egypt, and promoting the use of other Microsoft products.
Insights, Strategy and the Idea:
Microsoft wanted to improve its consumer base in Egypt across all its products – from MSN Egypt to Internet Explorer 8, Bing and Windows Live Essentials. They wanted to make their digital offerings more relatable to the Egyptian people in general. To outsiders, Egypt is full of stereotypes like pyramids and pharaohs. But modern day Egyptian people are dramatic and colourful – uniquely different from other Arab cultures. They didn’t relate with Microsoft products as they lacked the local touch a brand should have. Our insight was to reach out to Egyptians first through their language. MSN chat is the space we choose to initiate this relationship. Since MSN chat in Egypt is the widely used channel amongst all the other Microsoft products, it make perfect sense to get them where they already were and get the Microsoft brand to start speaking to them like an Egyptian would.
The Online Advert titled THIS IS EGYPT was done by Wunderman Dubai advertising agency for product: Msn (brand: Msn) in United Arab Emirates. It was released in the Nov 2010.