Melody Entertainment: Mother of all foreign films

In June 2009 Melody Entertainment launched a campaign in Egypt to advertise its Arabic film channel - Aflam.

Melody Entertainment: Mother of all foreign films

Leo Burnett

SUMMARY

From the beginning everything was telling us that the Melody film channel couldn’t thrive, given that there were too many well established Arabic film channels already, with extremely loyal bases. Moreover, these competitor channels had more money, hence more and better content.

Arabic films are perceived by the vast majority as inferior to foreign films. With these challenges at hand, our main objective was to increase the base of Arabic film viewers and divert that base to the Melody film channel.

Our cinema culture is 4000 years old, imbedded in every...

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