1.
Creative Industry Summit
EXCLUSIVE INSIGHTS FROM THE ADVERTISING EVENT
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Hani for You - November'17

2.
Who Am I? 2
Hi! I am Mohamed Hani, a
Brand Growth Synergist who is
passionate about Marketing
with all of its sub-roles

3.
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
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Today I am going to take
you through what
happened in the Creative
Industry Summit, highlighting
on key insights that worth
investigating

4.
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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5.
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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Offline vs. Online
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7.
Offline vs. Online 7
Source: Group m (From MBC Group Marketing Director Presentation)
19 16 15 18
25 30 26 27 29 28 28 30 31 31 32 33 34
81 83 84 82
74 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

8.
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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9.
Insights from the Digital World
in Ramadan
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10.
Insights from the Digital World 10
Facebook is a leading mobile platform in MENA & comes to life in Ramadan
233million
115minutes
avg. time spent daily
in Ramadan
300thumbs
avg. touches daily
in Ramadan
Source: Naureen Mohamed (Head of Brand Advertising Facebook Presentation
People on Facebook Mobile
Every Month in the MENA
130million
People on Facebook Mobile Everyday
86%
People on Facebook
Celebrate Ramadan

11.
Insights from the Digital World 11
What’s new in Ramadan on facebook this year? Timeline
4 9weeks
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 Week
Eid last-minute gifting
(Highest at the hour of IFTAR)
Source: Naureen Mohamed (Head of Brand Advertising Facebook MENAP) Presentation

12.
Insights from the Digital World 12
What’s new in Ramadan on facebook this year? Online Shopping Time
2
 Shopping behavior on facebook changes after midnight during Ramadan, having percentage of
usage during that time peaking at 3 AM.
After midnight Shopping behavior
Source: Naureen Mohamed (Head of Brand Advertising Facebook MENAP) Presentation
Mobile Shopping Share % Usage

13.
Insights from the Digital World 13
What’s new in Ramadan on facebook this year? Cooking Content
3
 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)
45minutes 45seconds
Rachel Ray’s Show
1.2million views
Tasty’s Videos
11million views
Source: Naureen Mohamed (Head of Brand Advertising Facebook MENAP) Presentation

14.
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What’s new in Ramadan on facebook this year? Communities
Source: Naureen Mohamed (Head of Brand Advertising Facebook MENAP) Presentation
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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

15.
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.

16.
After understanding the digital behavior in
Ramadan, let’s see how the brands were
present in Ramadan online
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17.
Ramadan Campaigns from
a Digital Perspective
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18.
Ramdan Campaigns (Digital) 18
89 Brands advertised during Ramadan
Source: Think Marketing Magazine

19.
Ramdan Campaigns (Digital) 19
What’s new in Ramadan Campaigns this year in the Digital World?
Pepsi Digital Campaign
(Only campaign to maintain Ramadan legacy)
13pt
Ad recall lift
3pt
favourability lift
Source: Naureen Mohamed (Head of Brand Advertising Facebook MENAP) Presentation
 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.

20.
Ramdan Campaigns (Digital) 20
300million (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%
Source: Think Marketing Magazine
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.

21.
Ramdan Campaigns (Digital) 21
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Source: Think Marketing Magazine
Top 10(Brands in terms of viewership)
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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 that
made it to top ten beside the CSDs
(Pepsi and Coke).
- Banking brands are present in top
ten on both platforms.
- As usual, all Telecom brands are
having their strong presence in
Ramadan which let them to the
top ten.
- MYF (NGOs) & Mountain View
(Real Estate) made it to the top 10.

22.
 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)

23.
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 YO
Youth 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

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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

27.
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

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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)

29.
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)

30.
My story in a nutshell 30(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:

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THANK YOU!
Hope you enjoyed the presentation,
and here you my contact info…feel
free to contact me at anytime to
share thoughts or questions