Based on viewership research, Egyptian woman love Arabic Drama as much as their tea. They love the intimacy, intrigue and gossip of serial dramas. TT Campaign turned Negoom FM- top rated station- to a live story telling station via short serials running throughout the day.

It started with Didi and Badreya (D&B), 2 ladies from different backgrounds with different personalities representing the two ends of our target audience, living together for a while with the inevitable drama.

Unprecedented WOM; D&B interactions were Housewives daily topics 35% Awareness increase in first month40% Trial increase in 3 months Rotana – The largest TV Drama Channel are seeking the rights to introduce D&B as a TV serialSilver Winner- ROI Excellence Awards- Miami CY07 GOLD Winner- Campaign Awards Dubai- CY07