Hassa Eliya - NOW IS MINE

Aware of the youth’s frustration with a country tainted with political corruption and turmoil, Zain Iraq, created HASSA ELIYA – NOW IS MINE, a program empowering Iraqi youth to follow their dreams.

3 bands of 17 underground artists were discovered and together launched HASSA ELIYA on social media platforms through an inspiring anthem that asks others to raise their voice.

This was coupled with a heavy media campaign that spilled from online to offline and an aggressive PR strategy.

Zain Iraq’s brand relevance metric for the youth increased by 31%. The anthem attracted five million Facebook and YouTube views within 72 hours of the launch, and a mind-blowing 16 million to date. With 70 million impressions, the Hassa Eliya facebook page received around 250,000 organic fans, and total engagement of 545,545 people. The campaign also got $410,000 in PR value. The artists got local & international coverage driving 6,000 other hopeful Iraqis to come forward in the hopes of being discovered too.

Creative agency: J. Walter Thompson MEA