Who will win The Lantern Award for the best Ramadan ad on YouTube in 2019? The countdown is on: we are excited to share the first half of our top ten finalists in order. We’ve discovered five trends that regularly feature in Ramadan ads that resonate most with audiences - and this year’s finalists are no different. The five themes include:
- Content with Ramadan insights at heart
- Longform is king
- Web-series work, especially during Ramadan
- Diverse industries can also shine in Ramadan
- Music and stars play a role
While all the ads in our finalists were longform at an average of 4 minutes, read on to discover what other trends featured in ads 6 to 10. Stay tuned for updates as we reveal the remaining final five finalists and then the winner!
Creative agency: 8ies
Media agency Initiative
This advertisement by Mobily captures the traditional values of family and community that are so closely associated with Ramadan. The trend that they played on was the music that heavily featured in an ad celeberating gargee’an, the local Halloween-style celebration that occurs pre-Ramadan. Naturally, children also play a big role in it. The infectious nature of their singing and dancing is what drew its organic viewership to exceed the average of Lantern submissions.
Brand: Zain Group
Creative agency: Joy Productions
Media agency: OMD Kuwait
Zain’s Eid celebration ad also puts kids center stage. It draws in viewers’ attention by welcoming Eid in a joyful way with lots of singing and dancing, showcasing the power of music in an ad again.
Brand: Viva Kuwait
Creative agency: Doors production
Media agency: Starcom
Viva Telecoms invites you to celebrate Ramadan with the Karkasha family. A glimpse into the lifestyle and habits of this family in a very musical format. There was a sense of continuity in this multi-part story that also had music and embraced a family theme popular during Ramadan.
Brand: Orange Egypt
Creative agency: Leo Burnett
Media agency: UM Cairo
Orange Egypt’s 2019 submission pulls out all the stops, creating a catchy tune that places memorability above everything else. High production quality and a star focus (Nancy Ajram and Tamer Hosny) ensured that this advertisement logged over 23 million views and an organic viewership nearly 20% higher than this year’s submission average.
Brand: Etisalat Misr
Creative agency: FP7
Media agency: Starcom
The star power of Jean-Claude Van Damme and Mohamed Ramadan, combined with the catchiness of a song and dance number, and high-quality special effects, ensured that this advertisement pulled in over 104 million views by close of submissions.