2011 Winners & Shortlists

The Campaign

'Egypt will choose its flavour' is a fully-fledged integrated campaign, where for the first time in Egypt a brand gave the Egyptians the freedom of choice. This campaign was built totally around consumer engagement and interactivity. The campaign was devised into 3 phases (Invitation phase, mobilisation phase and winning flavour announcement phase). Totally supported by TVCs, OOH, Radio and interactive media, the campaign reached the consumers all across the nation, mobilising Egyptians to share and cast their choices for Chipsy’s new flavour to come.

Success of the Campaign

Chipsy was literally the talk of the country. Business results: Volume growth of 30%+ VS YAGO (beating plan by 33%). Regaining 8 share points (Source: AC Nielsen retail audit). Earned media: - Highest level ever of participation in any interactive campaign in Egypt. - Over one million submissions and over 40,000 pack designs created by consumers requesting their flavours. - The biggest/most interactive fan pages on Facebook with over 45,000 fans participating daily. - Worth of more than one million USD’s of free PR. - Top newspapers discussing the campaign, top magazines exploiting the campaign name on their cover pages, top internet blogs covering the campaign details, special episodes of several cartoons based on the campaign idea, etc Perceptual results: - Campaign positively impacting all brand’s major KPIs as follows: Favorite Brand +8 First Choice +8 Popular Brand +14 Fun to eat +7 Natural Ingredients +6 Brand with tradition +8 Great Advertising +16 Flavours I like +10 Attractive packaging +11

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

Invitation phase: March 2010 TV was launched along website launched to enable our consumers to participate in choosing their flavours. 15 days, later after making sure that enough base have seen the copy, we launched our radio spot, in addition to TV copies on YouTube, FaceBook & Tweeter & OOH to boost the invitation phase. Mobilization phase: We launched 5 TV executions featuring real consumers, celebrities and other fast food restaurants singing their flavour choices. This was supported simultaneously by OOH featuring celebrities & consumers choices along with viral support (YouTube, Facebook & Tweeter). Weeks prior to the announcement, we called upon our consumers to cast choices before the end of June that was done via TV and our website. Announcement phase: After a pause of a couple of weeks, Chipsy announced the winning Chipsy Flavour (Shrimp) on TV, OOH and Internet.