How DDB Egypt and Wegz Hit the Right Note with Samsung's Galaxy A Series Campaign
DDB Egypt’s newly-launched campaign for Samsung’s Galaxy A Series 2024 spotlights popular Egyptian rapper, Wegz, by fusing his distinctive style with the phone’s innovative features.
Not only does the spot position the Galaxy A Series as the go-to smartphone for the younger generation, but it also features an exclusive track that cleverly plays on the Egyptian expression ‘Aih’ – to create a lasting local impression.
LBB’s Olivia Atkins caught up with DDB Egypt’s creative director Hosam Akil and business director Alia Ahmed to discuss engaging younger audiences, collaborating with the client and merging cultural relevance with technology.
LBB> What was the brief from Samsung for this campaign?
Hosam> Samsung asked us to position the Galaxy A Series as the top choice in its category, particularly among the younger generation. Samsung wanted to emphasise the series' innovative features, like its impressive battery life, fast processor and high-quality camera, while creating a campaign that was authentic and resonated culturally. The challenge lay in showcasing these technical strengths in a way that would connect deeply with the audience and create a market disruption that positions Samsung as the leading phone brand.
LBB> How did you approach the creative process - how did the musical collaboration between Wegz and Samsung’s Galaxy A Series features unfold?
Hosam> The idea to integrate the term ‘Aih’ came from the desire to create something that felt inherently Egyptian and would stick in the minds of listeners. With Wegz, being one of the top-streamed artists in the region, it was a natural choice for our target audience who are young, vibrant, and deeply connected to music and culture. The collaboration with Wegz meant we could lean on his signature style, and ensure that the ad’s lyrics and rhythm aligned with the Galaxy A Series features.
LBB> Why was Wegz the right person to bring on board and to create the campaign's exclusive track?
Hosam> Wegz has immense popularity and cultural relevance. He’s not just a rapper; he’s a voice for Egypt’s younger generation and across the MENA region. His music resonates with the audiences we’re trying to reach with the Galaxy A Series. By partnering with Wegz, we could tap into his fanbase while also benefiting from his unique ability to blend traditional Egyptian elements with modern trap music, which was crucial in making the campaign both authentic and appealing.
LBB> How did DDB's creative term conceptualise the use of the term ‘Aih’ in the track's lyrics, and what role does this play in making the campaign memorable and relatable to your target audience?
Hosam> ‘Aih’ is a common expression in Egyptian culture, and it has the same sound as pronouncing the letter A, so we had the chance to play with it – by repeating the sound in the track to create an immediate connection with our audience. We wanted the campaign to feel local and relevant while also tying it to the product, the Galaxy ‘A’ Series. Integrating ‘Aih’ into the lyrics meant we would have a memorable hook that also reinforces the product branding in a subtle yet effective way – to make the campaign relatable.
LBB> In what ways does the campaign visually showcase the key features of the Galaxy A Series, such as the 50 MP main camera and impressive battery life, while maintaining a cohesive and engaging storyline?
Hosam> In the campaign, DDB integrated the key features of the Galaxy A Series both visually and lyrically to maintain a cohesive and engaging storyline. For instance, the multi-window feature was highlighted in different ways by having Wegz and his duplicate singing in the same frame, subtly referencing duplicity in the lyrics, and displaying it as typography on the wall.
Similarly, we showcased the HDR camera feature by having a close-up shot of Wegz's mouth to illustrate the camera’s quality. We used various multi-layered approaches to communicate the phone’s features visually and highlight the aligned lyrics – this combined method ensured that the ad’s message was impactful.
In the campaign, DDB seamlessly integrated the key features of the Galaxy A Series both visually and lyrically to create a cohesive and engaging storyline. For example, the multi-window feature was emphasized by showing Wegz and his duplicate singing in the same frame, subtly referencing duplicity in the lyrics, and incorporating it as typography on the wall.
Similarly, the HDR camera feature was highlighted through a close-up shot of Wegz's mouth, demonstrating the camera's quality. These multi-layered approaches allowed us to visually communicate the phone’s features while aligning them with the lyrics, ensuring the ad’s message was both clear and impactful.
LBB> What challenges did the production team face in creating this campaign, particularly in aligning the technical aspects of Samsung’s products with the cultural nuances of Wegz's music, and how were these challenges overcome?
Alia> We're incredibly grateful to Samsung for entrusting us with this brief from start to finish. Their trust gave us full creative freedom – and it was something everyone on the project could feel. We were all able to contribute our ideas, ensuring that the technical aspects, Wegz’s lyrics, and the film came together as seamlessly as you see it now.
LBB> How does the campaign’s art direction and cinematography reflect the innovative and youthful spirit of both Samsung’s Galaxy A Series and Wegz’s music, and what specific elements were prioritised to achieve this effect?
Hosam> Working closely with director Mohamed Fathi, known as Shank, and our DoP Tahoun, we deliberately moved away from the overly-stylised trends that are popular today. Guided by Shank’s vision for the film, DDB aimed to create something truly different and memorable. We chose minimalistic locations and enhanced them with a blend of hot and cold colours, creating a visually striking contrast. This approach not only made the campaign stand out but also resonated with the younger audience. The aesthetic was kept clean, minimalistic, and well-lit, ensuring that Wegz and the Galaxy A Series features remained the focal point throughout the film.
LBB> Can you elaborate on the decision to launch the campaign primarily on digital and social media platforms? How does this strategy enhance the engagement and reach of the campaign, particularly among the younger generation?
Alia> Samsung and DDB shared a unified vision in launching the campaign primarily on digital and social media platforms. This strategic decision was guided by our target audience’s behaviour, as the younger generation is highly active on these platforms and consumes content in quick, snackable formats. By focusing on digital and social media, we were able to engage our audience where they naturally spend their time. This approach also allowed us to harness the viral potential of Wegz’s music, amplifying the campaign’s impact and reach.
