Advertising, Concept Creation & Development, Copywriting
Mother’s Day is quite a season for digital marketing in Egypt. While most brands go for an emotional approach, our client OLX Egypt was bold enough to take one of our “monkey” concepts. The concept of the campaign is built on the idea of selling things and giving them away. As much as they find things, they also give things away and reuse them differently (think of the Quality Street box turned into a sewing kit container!) The execution is through Rockstar Moms – a hashtag that cool moms use to show their coolness and edginess (#RockstarMom). We are talking to the youth in terms they understand.
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