CLIENT
Spotify - Dubai
Lynn Fattouh, Marketing Manager | MENA
Sara Milionico, Head of Consumer Marketing | Middle East and Africa
AGENCY
Iman Mossad, Head of Digital and Social Media
Yasmin Shehab, Digital Account Director
Nada Afifi, Digital Account Manager
Karim Ayesh, Executive Creative Director
Muhammed Abdel Aal, Associate Creative Director
Injy Yasser, Copywriter
Tarek Kotb, Copywriter
Aly Kaliouby, Graphic Designer
Inas Nagy, Senior Agency Producer
Reem Mohamed, Production Assistant
UM MENA
SUMMARY
In the middle of locally-relevant established music platforms, Spotify was perceived as a foreign brand, limited to global hits. To change perception, we decided to PROVE Spotify’s relevance to the Egyptian youth rather than saying it. We turned to Spotify’s local music library of past and present hits, and paired them with relevant situations that young Egyptians often found themselves in; showing we have the perfect local song for each problem.As a result, we proved that even though we weren’t local, we were just as Egyptian as they come.
