With millions of diaspora citizens around the world seeking to return to their roots through music, Anghami, the MENA region’s leading music and entertainment streaming platform, saw a unique opportunity to expand its Arabic-language music repertoire internationally.
ASDA’A BCW delivered an exceptional integrated campaign that made compelling impact. The campaign had several elements – from unveiling a new brand identity to building partnerships and celebrating music with utter abandon!
Amr Diab exclusive
ASDA’A BCW supported Anghami in announcing a breakthrough partnership with legendary Arab singer Amr Diab. The exclusive partnership saw Anghami featuring the artist’s entire catalogue, including past and future releases, under his record label Nay. The announcement came just weeks after Anghami’s historic listing on the US Nasdaq Stock Market, a campaign also led by the agency.
A brand new identity
Marking an exciting new era for the brand, ASDA’A BCW contributed to Anghami’s rebranding. The new identity dropped across digital, social, app stores and the Anghami platform. At the heart of this was the platform’s mission to empower Arab youth everywhere to create and connect with the world, carrying the voice of Arabs and projecting it onto the global stage – a galvanizing message that was summed up in a new creative campaign that ran in Egypt and the GCC, including KSA and the UAE. With its selling line ‘Share your voice, the world is listening,’ the campaign brought to life the notion that Anghami users and artists are global citizens who are proudly Arabic and ready to make some noise.
Celebrating World Music Day
To celebrate World Music Day on June 21, Anghami launched an epic race for its 75 million users to find their ultimate song and claim it as their own. Aptly titled the Thumb Race Championship, music fans raced to thumb through its catalog at breakneck speed to be the first to pick their ride-or-die track and have their profile featured on its song page and vice versa.
With a strict first-come-first-served policy, more than 41,000 users fought to get their hands on THE song in just the first few hours of the campaign going live, with a hilarious response on social media almost instantaneously.
The Anghami Lab
Anghami launched its long-awaited ‘Anghami Lab,’ an innovative new entertainment venue in Boulevard Riyadh City with a unique concept: a lounge, stage and studio offering an epic blend of good vibes, live performances, and original music.
Anghami Lab is a partnership between Anghami and Addmind, the region’s market leader in hospitality. Fusing Arabic and international music and cuisine, Anghami Lab features a trendy and buzzing lounge for socializing with friends as well as a stage for live music performances from the region’s top talents.
The state-of-the-art venue is also a platform for producers, artists, and music enthusiasts to co-create, with hologram-based shows featuring timeless performances by the region’s top celebrities to add a whole new dimension to the experience.
