Trending this week is Egypt, yet surprisingly smart activation campaign from the real-estate company, Mountain View. Maged El-Kedwany appeared in a video sending a message to his fans and Mountain View to find him and pay for his freedom, after he was kidnaped during Mountain View’s Ramadan New York TV commercial.
The one who will figure out who kidnapped Migo? Where is he? What’s the head of elephant the kidnapper mentioned in the video, will win a trip to one of the three countries featured in Mountain View’s Ramadan TV commercials (France, Mauritius or New York City).
3.5 million views in 72 hours on Facebook
What makes this activation so unique?
It’s a real-estate activation that isn’t really about real-estate. Instead, it’s a two minutes video of Maged El-Kedwany storytelling his kidnap since his Ramadan ad in NY city with Ahmed Ezz, and it’s already clocked up over 3.5 million views in 72 hours and counting.
The emphasis on the brand is minimal. It’s all about Maged and customers, who will solve the case.
And people started to engage with answers and scenarios:
It’s a break from the usual real-estate campaigns, which use celebrities more or less like to show off how in love they are with the compounds, the activation is a smart example on how brand recall can be done. It’s nice to see a real-estate brand thinks outside the box.