2009 Winners & Shortlists

Results and Effectiveness

The outdoor campaign created a massive buzz with everyone talking about it. Traffic to website skyrocketed once the internet campaign was launched and quickly the registrations and submissions poured in. Once the TV program launched, submissions and traffic jumped 3 folds from an already strong base 300 visits/day in the first few days to almost 3000 unique visits around the TV program airing. When it comes to sales- the impact on business was unprecedented. Not only did the campaign succeed in breaking the sales goal; it lead to a depletion of stocks- no more ice cream to be sold!

Creative Execution

The campaign was 360- a massive outdoors campaign was launched showcasing such silly teens all across Cairo. A print campaign in very select magazines followed ,with not just ads but even front covers secured in magazines written by teens, for teens. The 3rd and perhaps was the most crucial element was a strong internet campaign with banners linking to the website and leading to a buzz and high traffic to the ultimate digital destination- www.tahyeess.com What that enough? No! We suggested the website be taken live on TV. Not only would you get to share your clip online for all cyberspace to see, you get a chance to air on SATELLITE TV!!!!!!!!!!!!! Capitalizing on a strong partnership with Choueiri Groups Melody station- leading Music Channel in Egypt, the best clips were compiled and a weekly program, Dolceca Tahyeess TV, launched further pushing the boundaries of daring and engaging.

Insights, Strategy and the Idea

Dolceca Ice Cream is a brand with a great heritage but facing aggressive competition from other impulse products like Pepsi, Coke, Cheetos, Fido Dido & Chipsy. All are noisy, innovative and sexy brands capturing the lion’s share-of-mind.The objective was to revitalize the brand image and make it more appealing to the core target than that of the competition. In addition to increasing sales by 15% vs YA.In-depth analysis of the target audience revealed that 64% of the target chooses brands and products that matched their personality. 60% love to break social norms as a way to stand out and are always looking for places to perform, engage and interact. Reality TV programs attracts hundreds of thousand submissions at talent scouting contests indicating that if we could provide that i.e. a place to showcase their existence and talents- Dolceca would be a sure hit.