VMLY&R-Amman’s digital 360 approach: Case study on integrated marketing
Every year, as the holy month of Ramadan approaches, brands across Jordan gear up to create campaigns that resonate deeply with audiences. Some hit the mark, some... well, they give it their best shot.
This year, Orange Jordan truly shone with their "Tallat Bashayer" campaign, a memorable, all-encompassing experience that resonated with the hearts of the audience. It was a 360 digital campaign that seamlessly blended channels and tactics, engaging customers online and offline.
The ambitious goal for Orange Jordan was clear: to reinforce its brand positioning as every Jordanian's companion. Achieving this required more than just creativity, it demanded profound strategic insight. Marketing and advertising agency VMLY&R Amman leveraged its deep understanding of the local market, helping Orange Jordan craft a campaign centered around a heartwarming television commercial (TVC) that beautifully captured the everyday lives of Jordanians, featuring an original song by talented Jordanian artist, Yazan Rousan. The campaign's widespread success is a testament to VMLY&R-Amman’s ability to transform rich consumer insights into truly strategic and creative marketing solutions that touch people’s lives.
But a 360 campaign doesn't stop at a great commercial. It’s about creating a unified, immersive experience across every digital touchpoint, making sure the message isn't just seen, but felt, embraced, and shared within the community. Here’s how VMLY&R Amman’s integrated strategy ensured ″Tallat Bashayer″ was pushed to its limit through an all-encompassing approach:
Digital Distribution: Beyond the TV Screen
Despite originating as a TVC, the campaign was engineered for maximum digital reach from day one. It wasn't confined to traditional television screens, shared across all of Orange Jordan’s social media channels, major media platforms, and leading news websites. By leveraging VMLY&R-Amman’s strong partnerships with key media outlets and our understanding of digital consumption patterns, the agency ensured widespread online visibility and engagement. This digital-first distribution meant the campaign landed precisely where audiences were already spending their time online.
Music Integration: The Heartbeat of the Campaign
At the core of "Tallat Bashayer" was the original song by Yazan Rousan, composed and produced by Nassir Basheer, which VMLY&R-Amman identified as a powerful driver of engagement and cultural resonance. This wasn't background music, it was the campaign's heartbeat, providing rich opportunities for audience interaction and amplification across digital touchpoints. By making the song available on music streaming platforms, Orange Jordan provided a new avenue for audiences to connect with the brand and the campaign, allowing people to enjoy it at their own terms. In addition, the song was also published as a sound on social media platforms, a deliberate move that empowered users to become creators themselves and creatively infuse the campaign's spirit into their own content.
Influencer Activation: Authentic Engagement
To truly kickstart the song’s virality and showcase its potential, VMLY&R-Amman strategically partnered with a diverse group of influencers, including Zaid Dajani, Elina Askar, Yasmin Kawar, Amman Street Fashion, Ali Ghzawi, and Zumorrod Shwaiter. Each influencer brought their voice to the table, either lip-syncing the song or incorporating it into their content. This insight-driven approach ensured the campaign resonated across a variety of niches that collectively form the mass target, significantly expanding the campaign’s reach and building genuine relatability.
User-generated Content and Competition: A Community Takeover
To further amplify the hype train and encourage audience engagement, Orange Jordan launched an exciting competition, guided by VMLY&R-Amman’s community building expertise. The contest invited people to create their own social media content using the campaign's song. This move transformed passive viewers into active participants, fostering a sense of community and ownership around the campaign and making it interactive and community driven.
Digital Out-of-Home (DOOH) Ads: Reinforcing the Message Offline
Completing the 360-degree circle, key visuals from the TVC were expertly repurposed into striking static images for digital Out-of-Home (OOH) screens across the country. This offline visibility provided a constant, tangible reinforcement of the campaign in public spaces. It ensured that even when people weren't on their phones or in front of a TV, the message was consistently present, seamlessly bridging the gap between their digital and physical worlds.
360-degree digital excellence requires genuine expertise in integration, something VMLY&R-Amman embodies under MENACOM Amman; a powerhouse of marketing communication leaders, including leading agencies like Wunderman, Asda’a BCW, and Wavemaker. This synergy allows the agency to go beyond mere campaigns, orchestrating comprehensive digital ecosystems that deliver unparalleled omnipresence and measurable impact. The campaign stands as a clear testament to VMLY&R-Amman's strategic leadership in the digital realm, proving that when creativity meets innovative execution, brands don't just take part in the conversation, they lead it.
To watch the essence of the Ramadan campaign, check out the Orange TVC here.
