2010 Winners & Shortlists

BE A MAN

Bronze
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ClientAHRAM BEVERAGES
ProductBIRELL
EntrantSTARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Type of EntryMedia: Product/Service
CategoryConsumer Products
TitleBE A MAN
Product/ServiceBIRELL
Entrant Company:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Advertising Agency:STARCOM MEDIAVEST EGYPT Cairo, EGYPT
Media Agency:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

+ Sales +30% even after a price increase + Occasional user +25% + Spontaneous awareness: Doubled 11% - 23% + Ad awareness +39% . + Real men attribute increased 32% - 41% + ‘Be a Man' has now evolved from TV “Activation'’ - now the communication platform and new positioning of Birell in 2010 – Including Worldcup! Source: BHT Study, Nielsen & Ahram Beverages Company The success is beyond the objective of getting closer to real men. It is a re-birth' of a new brand positioning for real men” Client: Nancy Girgis - Marketing Manager Dalia Samir - Senior BM

Creative Execution

Rather than use traditional TV advertising spots, Birell used tactical messages to become the real man’s barometer. We would help men avoid programming that was clearly not for them, with a warning that watching this might affect his masculinity. On the top-rated movie channels we alarmed real men through bumpers and promo’s that a romantic movie was about to be aired – with copy stating “The following movie is NOT sponsored by Birell”. We advised men that if Birell is on screen then the program is a safe to watch. On music channels Birell would stamp “Kedda mistargel” (With watching that, you’re a man) on hot video clips featuring female singers.

Insights, Strategy and the Idea

Birell is an Egyptian non-alcoholic beer. Struggling to survive in a cluttered market, and with a low advertising presence it was on the verge of extinction. If this wasn’t bad enough, their core audience questioned the masculinity of non-alcoholic beer, perceiving it to be light-weight and lacking punch. Our research had shown us that masculinity is what defines a real man in Egyptian culture. Without a certain level of “machoness” men feared they would be socially rejected and marginalized. Therefore, our strategy was to deal with the challenge head on - like a real man - and position Birell as the voice of men. A brand that celebrates masculinity, and clearly defines what a real man is…

Credits

Name Company Position
Christine Edward Starcom Mediavest Head Of Planning
Karine Barakat Starcom Mediavest Managing Director
Wael Hattar Core Branded Entertainment Consultant
Tony O'connor Leo Burnette Copy Writer Director
Mary Shawky Starcom Mediavest Media Supervisor
Mark Hamilton Planning Director MENA Planning Director MENA
Tony O'Connor Leo Burnett Copywriter Director