Ghaneely Music App Launch​

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Ghaneely is Orange's Online music streaming app, offering a wide selection of musical genres and exclusive content, catering to all different tastes in music.

The concept of Ghaneely's ad is giving viewers the freedom to interactively experience the music video in their favorite music, regardless of genre.

a unique user experience was created with a video player specifically designed to allow you to switch the genre of the music without stopping your enjoyment of the video.

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To call attention to the micro site, we mimicked a popular youtube trend of "musicless music videos", and created a 15 second musicless teaser, inviting viewers to experience the site.

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Rather than show a mix of all the different tracks in the teaser, the musicless videos, being a trending youtube meme offered the advantage of using an already popular online joke to grab viewers attention and push them to the site.

The site consisted of a tailor made video player gave viewers the opportunity to select their favorite track or to switch between different music genres live on the music video, creating a live mash-up of different genres, all made to work in sync with the music video.

 

The digital activation has gained so much popularity that in less than a week viewers all over social media have created their own clips with their own favorite tracks. From popular top 40 songs to 80s TV theme songs to popular childhood tunes to Michael Jackson's Thriller, these user generated videos have taken our campaign to a whole new level. Scroll below to try it out or visit ghaneely.orange.eg