Why does every Egyptian ad sing?
"Of course, there’s a song to it," said one of the jurors while reviewing an Egyptian campaign entry. I vividly remember this jury session because of how buzzing it was. Thanks to Egypt, they managed to make everyone in the room swing to the beats or just tune in – even if the piece of work made no sense to the category presented.
Over the last decade, Egyptian advertising has evolved remarkably. From dragging gender stereotypes onto billboards and television commercials, to tapping into brand storytelling and portraying men and women in a more realistic context, Egyptian advertising has undergone a significant transformation. This shift reflects broader societal changes and a growing awareness of the importance of authentic representation. Music, with its deep cultural roots and emotional resonance, has become a critical element in this evolution.
By early 2014, the entire Arab world had tuned into the Egyptian-born modern techno, hip-hop subgenre of music – Mahraganat. Derived from the Arabic word - Mahragan, literally translating to "festival" in Egyptian Arabic, Mahraganat quickly became an expression of freedom and patriotism for the youth in the country, while also attracting fame and controversy across the region. As authorities tightened their reins on artists the popularity of the genre only seemed to grow. It’s raw, unfiltered lyrics and energetic beats resonated deeply with the youth, reflecting their aspirations, frustrations, and everyday realities. Despite the crackdown, or perhaps because of it, the genre became a form of rebellion and resistance, giving voice to those who felt marginalized and unheard.
This movement has had a significant impact on advertising and marketing in Egypt. Brands seeking to connect with the youth demographic have increasingly incorporated elements of Mahraganat into their campaigns, recognizing its power to capture attention and convey authenticity.
Sondos Effat, Managing Director at FP7 McCann Egypt cites how the Egyptian consumer is no average consumer. “Egypt's advertising market is highly developed, and the consumer is not easy to please. This is why global brands often create Egypt-specific campaigns instead of relying on globally adapted versions used in other markets. The advertising scene in Egypt is so cluttered that consumers are unlikely to notice anything that doesn't speak to them directly.”
In image above: Sondos Effat, Managing Director at FP7 McCann Egypt
With that being said, it's worth noting how the industry has consistently gained international recognition at various platforms, including Cannes Lions, D&AD, and the Effie Awards. As the country continues to position itself on the global map, advertisers increasingly find music to be the most relevant connection between their products and their audience in their efforts to attract and retain the Egyptian consumer.
“I remember my favorite song, launched during a Ramadan campaign for the local telecom provider, Orange, hit the charts,” reminisces Effat. “It came right after the Egyptian revolution and called for nationwide solidarity. The song took the brand to new heights; brand love was at its peak for Orange.”
“More campaigns like this followed. One notable example, which I remember working on also, was Etisalat’s Akwa Kart f Masr, another smash hit among consumers. The song was played at parties and weddings, and it significantly boosted the brand’s product outreach.”
Rasha Hamzeh, Managing Director of The Inhouse Agency, further emphasizes the importance of integrating music into marketing strategies. She explains, "Brands are increasingly integrating music into their marketing strategies because of the profound impact it has on emotion and memory. It enhances brand recall and emotional connection, all while quickly grabbing the consumer’s attention, and making communication more intuitive and emotional. Today, digital investments are predominantly channeled towards video content, underscoring the continuing significance of audiovisual media. This trend highlights the enduring effectiveness of audio and visual stimuli in capturing consumer attention and fostering a deep, emotive connection with brands."
In image above: Rasha Hamzeh, Managing Director of The Inhouse Agency
In contrast, Effat takes a more cautious approach. While she acknowledges the potential benefits of integrating local music and artists into marketing campaigns, she worries brands might be neglecting core brand values in the process. "Embedding music in advertising started on a very insightful, consumer-centric, and effective note... And then, POOF, every other brand started doing the same!" she says.
In her most honest critique, Effat doesn’t think it’s working anymore. “It was effective when one or two songs appeared in a 10-spot commercial break. But now, with 20 spots and 18 of them being songs, the other two are more like breathers.”
“I specifically recall Ramadan 2023 being the worst. There was a point where we couldn’t tell which brand was advertising, which song was playing, or even understand the lyrics. You could literally cut and edit between different ads, and no one would notice. It’s reached a point where it’s very difficult to stand out with a song unless you spend a fortune on media—which only telecom brands can afford.”
Brands and advertisers are in a constant dilemma—whether to take the guaranteed route to success or take a risk by trying something new. This uncertainty can make it overwhelming to lay the foundation for understanding what the consumer expects from a brand. Recent data shows how Egypt's advertising market is experiencing a surge in digital ad spending, reflecting a shift towards online platforms to reach a tech-savvy population. In the country, 78% of total ad spending is expected to come from digital advertising by 2029. Meanwhile, search advertising has emerged as the leader with a market value of $666m. Brands that prioritize search optimization and invest in targeted online ads are likely to see higher engagement and conversion rates. But what does it take to strike the right balance in building a brand that’s culturally appropriate but also meets its business KPIs?
Effat’s observations highlight the challenge of standing out in a cluttered advertising landscape. While music can be a powerful tool, it requires strategic use to maintain its effectiveness. Hamzeh adds that the key lies in measuring success through media, marketing, and business metrics.
“Media metrics such as engagement rates, views, shares, and social media interactions provide immediate feedback on the campaign's reach and audience interaction. These metrics help gauge how effectively the campaign is capturing attention and resonating with the target audience,” explains Hamzeh. “Marketing KPIs such as sentiment analysis, brand awareness, and recall rates offer insights into the emotional and cognitive impact of the music on the audience, reflecting how well the campaign strengthens brand identity. And finally, business KPIs such as sales volume or market share directly link the campaign’s effectiveness to tangible business outcomes, demonstrating its ultimate value in driving commercial success. Together, these metrics provide a comprehensive view of a campaign's performance from initial engagement to bottom-line results.”
Effat further explains how crucial a role social media plays in ensuring the longevity of music-driven campaigns. “If you produced a song for an ad some 15 years ago, you must’ve witnessed it losing its popularity once the airing stopped. The only way for it to survive was either on radio or TV. Today, the piece can live online forever - on music streaming platforms, and social media platforms. So unlike a non-music ad, music-backed campaigns have a longer lifespan and a chance to become part of the culture.”
Music and cultural elements offer unique opportunities for brands to connect with Egyptian consumers; however, it's essential to balance creativity with strategic execution. Brands must stay true to their values and carefully evaluate their marketing efforts to ensure authenticity and relevance. Hamzeh cites how the region is proudly fostering a stream of agencies specializing in sonic branding and audio advertising, further amplifying brands’ and their consumers’ demand in the space.
“The music scene in Egypt is relatively stronger than in the rest of the Middle East,” says Effat. “Many Lebanese, Tunisian, and even Emirati singers have flourished and gained popularity in Egypt. We have produced more singers than any other country in the region, so naturally, our consumers consider music an integral part of our culture. That said, I still believe this format would work in every other corner of the globe. Music is a universal language, so ads using music will succeed anywhere they go,” she adds.
“Music and culture-driven partnerships (in Egypt) are perceived as an acknowledgment of the community’s identity and traditions, ensuring that marketing efforts are embraced as inclusive and respectful, thereby fostering a profound and genuine connection with the audience. Music is a vital thread in the societal fabric, aligning with local artists is not just a tactic but a significant strategic move,” she adds.
She argues that brands can position themselves at the center of the community through relevant artist collaborations. “Local musicians often embody the values and cultural essence of their communities, and by partnering with them, brands can significantly enhance the authenticity and cultural resonance of their campaigns.”
While we cannot deny that music has proven to become a powerful tool in capturing consumer attention and fostering emotional connections, it's not the only element brands can focus on. Authenticity is everything to the Egyptian consumer. You can make your ad sing if you want to, but make sure your consumer gets to hear it.
