2010 Winners & Shortlists

The Campaign

A burst of enthusiasm to a nation in dire need for any positive reassurance; this is what constitutes the ACN Pepsi Campaign Struggling to overcome the defeat of the Egyptian national team against Algeria in the World Cup play offs, the Egyptian nation was drowned in disappointment, frustration and humiliation arising from the chaotic events of the determining game between both teams held- Sudan, Nov.14th, 2009. Egyptians were looking at the upcoming African Cup of Nations with disinterest and skepticism.Belief that the team could pull a confident win for the third time in a row seemed an unattainable dream. Pepsi insured that through passion, faith, support of the fans, the Egyptian team will definitely come home with a trophy! After all, ACN represented the most important occasion to all Egyptians! If a team wins 3 cups in a row they have the right to keep the cup for life

Success of the Campaign

Empowerment of fans and players led the facts of the games itself it was almost like the lyrics of our jingles predicted the results to the dot.In your car driving through the streets all you could see and hear was Pepsi’s positive empowerment.Pepsi took the concept of positive empowerment a step further and provided Egyptians with the option of creating their own jingles supporting the team and uploading it onto filgoal.com. The winner would receive a cash prize of 20,000 EGP and the song would be aired on radio with Pepsi’s regular ad rotation.Theme celebration was all over the country, thanks to Pepsi and the Egyptian fan was once again empowered to show off his/her football passion. And Egyptians cheered their team to a remarkable win, ensuring Egypt remain to be the champions of Africa! References to Ghana in our jingle 1,2 and 3 goals preempting the goals actually scored.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A 2 phased campaign was launched. 1st phase focused on ensuring that people start preparing for the most important occasion- Pepsi launched a series of ads showing our target in cheering boot came seriously! Similarly our radio ads featured VO’s mimicking popular football commentators also practicing their announcements of an inevitable Egyptian win. The strength of this phase was- timing and nation wide impact. Filling the streets of Cairo with football fervor OOH, Pepsi was the first brand to begin rallying towards the games. Then a series of celebratory ads were launched, Pepsi defied the overall national sentiment of loss and confidently screamed WIN! Deciding to hijack any and all important occasion such as weddings, birthdays and baby showers to once again commemorate the importance of the ACN games, Pepsi made it clear that there is NO other occasion more important than the cheering for the games.