Dubai: Anghami, the leading music streaming company in the MENA region, won the Sphinx and the MENA Cristal awards at the prestigious African Cristal Festival for Unilever’s “Close Up” campaign. Created by one of Egypt’s top advertising agencies, MAGNA, the campaign was crowned winner of the Sphinx Award in Egypt in the Media Cristal category and the MENA Cristal for the region for Best Use of Mobile.
The campaign was designed to urge youth to experience music of all kinds. With millennials representing 42% of the population in Egypt, music remains one of their top interest. The campaign featured a pioneered brand page and customised playlists that reached 80,000 followers in less than three months, thus exceeding the set target by 80%. Anghami’s platform has made music more accessible than ever and allowed users to share music experiences with friends and family.
Dina Amer, Digital Media Manager at MAGNA, said: “We are extremely proud to be honoured with these awards. The project was exciting and inspirational and allowed us to engage with consumers and make everyday moments special to them. Anghami’s team was instrumental to the success of this project. Its understanding of the brand and the energy and creativity that the team brought to the mix was crucial to the phenomenal success of this campaign. Anghami demonstrated that it is always on the pulse when it comes to trends, technology and people, which gives the opportunity for brands to connect with consumers in innovative ways that respond to their tastes.”
The Media Cristal Award recognises the strategy and effectiveness of a media campaign. In addition to the relevance, originality and the execution of the creative idea, the award also identifies innovation in a media strategy that affects consumer behaviour and brand equity. The Mobile Cristal Award celebrates the best advertising campaign designed for mobiles.
MAGNA received the awards on behalf of the company at the annual ceremony held in Egypt. The event attracted several professionals in the advertising, media and creativity circles and is considered as a foremost platform to reward the best advertising campaigns created and broadcasted in Egypt.
Anghami is the leading music streaming platform in the MENA region, with the largest library of digital Arabic music in the world. Anghami features licensed content from leading Arabic labels such as Rotana, Platinum Records, Mazzika, Watary and leading aggregators, as well as major international music labels such as Universal, Sony, Warner. enables users to discover new music, share tracks in real-time through social networks and download content for offline play. The company’s mission is to pioneer an ecosystem for the production and distribution of music in the Arab world, connecting artists, fans and emerging talent around music.