One agency. Two opposite markets.

The challenge

Raya Auto needed to move two products that could not be further apart: Piaggio tuk-tuks for Egypt's mass mobility market, and Wind golf carts and e-scooters for gated compounds. One media strategy could not serve both, and a premium tone would have killed the first while a mass-market tone would have killed the second.

The insight

Tuk-tuk purchase decisions are peer-driven and made in the driver's own vocabulary — not in advertising language. A market scan found that Risha Costa and Samara's track "Howa Elli Meganieni" already carried deep equity in exactly that community. Meanwhile compound buyers do not trust broadcast at all; they trust the neighbour who already owns one.

The idea

Two campaigns, opposite logic. For Piaggio: cultural hijacking — rewrite the lyrics of a track the audience already owned, keep the melody, embed the product USPs in the drivers' own words. For Wind: hand the campaign to creators already living the compound lifestyle, and let authenticity do the work broadcast could not.

What we delivered

• Piaggio: TV commercial with rewritten hit track, mass TV buy across Upper Egypt and mobility hubs, three years of social campaigns
• Wind: UGC-led creator campaign with Ingy El Engbawy, Yasser Ahmed, Nourhan Kandil and Tamer Bashir
• Raya Auto mobile app: full UX/UI design and build, 25+ screens, live on App Store and Google Play
• Spare parts B2B: visual identity and social system for wholesaler procurement

Results

Figures pending client clearance before publication.