2011 Winners & Shortlists

The Brief

ElBalad Baladna campaign or Egypt is my Country is a great activation, that has several community-building objectives: a) Empower & Enable Egyptians to make their country a cleaner and a better place, via encouraging volunteers to join this excellent cause, cleaning new neighborhood every Saturday from the Egyptian Streets. b) Position Henkel as the Leader in the household cleaning projects in the country. c) Associate Persil & Pril with the best brand fits for this campaign given their heritage and brand relevant history. d) Create mega awareness & encourage as much volunteers to be part of this event.

Describe how the promotion developed from concept to implementation

The idea is very unique and rare to happen given its connected relevancy to the January Egyptian revolution. Egyptians stayed striking for 18 days in Tahrir square, and for two weeks in Egypt, nobody went to work, including street cleaners andother relevant workers. Accordingly Egyptian streets were in complete mess, full of piles of garbage everywhere. As one of the biggest leaders in cleaning products in Egypt, Henkel fulfilled its responsibility and chose Persil & Pril as perfect brand fits to lead a huge CSR campaign to clean and beautify Egypt one neighborhood at a time.

Describe the success of the promotion with both client and consumer including some quantifiable results

Started in Mid Feb, the campaign had excellent results; * 5,000,000 of Henkel target audience are aware of El Balad Baladna Campaign. * 15,000 Facebook members in just two weeks of the campaign. * + 500 volunteers physically helping in cleaning the streets and beautifying Egypt. * 10 areas cleaned, and on the finalisation of the campaign this will reach +30 areas/streets.

Explain why the method of promotion was most relevant to the product or service

The activation was a perfect fit to Henkel’s/Persil & Pril heritage in the household cleaning area. Establishing the brands as not only to clean the inside homes but also to clean the outside streets of Egypt when they were in complete mess, puts the brands into another level of top-quality deliverables in the eyes of their consumer. The campaign was also supported with Holistic Media Utilisation; TV copy, Digital (Face book & Twitter) & Press, that played a major role in attracting hundreds of volunteers to the campaign and more consumers to love/trust Henkel upscaled community goals.