Badya Stories.
Rather than fight for TV breaks in Ramadan 2022, Palm Hills Developments' Badya released Badya Stories, a romantic miniseries of 13 one-minute episodes set around the city, on the streaming platform WATCH IT.
- Brand
- Badya (Palm Hills Developments)
- Agency
- FP7 McCann Cairo
- Market
- Egypt
- Region
- MENA
- Year
- 2022
The challenge
Ramadan TV in Egypt is a scramble for ad space: more than 20 series air, with around 18 minutes of commercials per episode, and viewers were moving to streaming to escape the breaks. Badya, Palm Hills Developments' major city project, needed to stand out without adding to the clutter.
The idea
FP7 McCann made the brand part of the entertainment. Thirteen one-minute episodes, starring Ahmed Malek and newcomer Nada, followed a romance that begins and grows in a different spot around Badya, with a new episode every two days and a finale just before the end of the month. Ten-second trailers ran as non-skippable pre-rolls before Ramadan series on WATCH IT, sending viewers to the full episodes in the platform's library, and the same release plan ran on Badya's own social channels under #Badya_Stories.
Results
- Around 205 million views and 577 million impressions over the month, according to the agency's Dubai Lynx 2023 entry
- Digital sales leads 200% higher than in 2021, according to the same entry
- Achieved with no TV spend and about 30% of its direct competitor's budget, according to the same entry
Case study source: Dubai Lynx (Love The Work) Source ↗
