2010 Winners & Shortlists

The Brief

The objective of the brief was to create and engaging campaign to boost Mega ice cream sales in the summer, and stand out in the flood of summer's ice-cream advertising.

Creative Execution

The execution played on the very familiar image of the Mega-ice-cream model and Mega ice cream that has become very famous in the past few years. The campaign encouraged consumers to take pictures of themselves as they are expressing their love to their beloved Mega ice cream.

Describe the creative solution to the brief/objective.

We capitalized on the previous Mega ice cream campaign “Me, myself and Mega” where a model is indulging in his Mega ice cream, and created a competition among our target market “You, yourself and Mega” where they send us photos of themselves with their Mega on a dedicated facebook group. The prize? The winners were featured as the models in the outdoors and print communications.

Results

Several hundred pictures were uploaded to the group, and the winners were featured in outdoors billboards and posters all over Cairo. “You, yourself and Mega” was an instant hit in the summer, and sales of the Mega ice cream exceeded business objectives.