The explosive growth of YouTube around the globe has made it a powerful medium for brands to bring original and engaging campaigns to life reaching global audiences, including right here in MENA. Google has decided to share the best practices of creativity with Communicate through the Youtube Ads Leaderboard. The Leaderboard is a list of the top five most popular video ads in the Middle East and North Africa each month. The ranking is determined using some of YouTube’s strongest signals of viewer choice – the number of views within the country, whether viewers choose to skip or drop out (view rate), and the percentage of organic versus paid views.
With the highly anticipated 2014 FIFA World Cup finally here, the spirit of the occasion is reflected in this month’s YouTube Leaderboard. In celebration of The World Cup, Mobily launched a campaign comprising a series of episodes starring Yousef, a Saudi Arabian comedian who conducts spontaneous interviews in the streets of Brazil. Consistent with the overarching theme of football, Nike Football shared “The Last Game”, an animated story-format spot highlighting the benefits of safe football as opposed to the harms of risky football. The spot features avatars of Cristiano Ronaldo, Wayne Rooney, Neymar Júnior and more. The Beats by Dre spot titled “The Game Before the Game” also witnessed success and virality. The spot brings to light the behind-the-scenes preparation that takes place prior to a football game. Sprite released a humorous spot under their ongoing campaign “Be true to who you are”. The spot acts as a reminder for adolescents to be themselves regardless of societal pressures to conform. The final slot for this month’s Leaderboard is Samsung’s “#Galaxy11: The Match” ad featuring Cristiano Ronaldo and Lionel Messi, who join forces in an effort to defeat an alien race in a football match to save the planet.
YouTube channel: Mobily
Creative agency: Lowe MENA
Brand/company: Nike Football
YouTube channel: Nike Football
Creative agency: Wieden+Kennedy
YouTube channel: Beats By Dre
Creative agency: R/GA
YouTube channel: Sprite Egypt
Creative agency: FP7/CAIRO
Brand/company: Samsung Mobile
YouTube channel: Samsung Mobile
Creative agency: Cheil Worldwide