2012 Winners & Shortlists

The Campaign

Egyptian women are very simple, and so are their aspirations and dreams. Inspired by our consumers’ simplicity we decided to communicate to them the same way. Each woman has a simple unique dream that she wishes to fulfill, but with a large percentage of the Egyptian population under the poverty line, it’s hard for our consumers to pursue their simple dreams. Pril took the initiative and put the consumers’ dreams as their top priority; "Fulfill Your Dream" Campaign was launched in Ramadan, the month of giving to satisfy the purpose. The objective was to bring joy to consumers, while further building the emotional bond between Brand and women leading to Brand loyalty. Also the campaign had another edge that reflected positively on sales as the consumers were required to collect Pril pouches or bottles in order to be offered the chance to fulfill their dreams.

Success of the Campaign

Business Results: KPI Objective Achieved Source of Data Market Share (+1) 46% (+2) 46% AC Nielsen Brand Usage (+2) 80% (+10) 88% Henkel Brand Health Tracker Report, "Wave1", March-April "11" Synovate Perceptual Results: TOM (+6) 65% (+18) 77% Henkel Brand Health Tracker Report, AD Awarenesss (+1) 88% (+2) 89% "Wave1, March-April "11" Synovate Behavioral Results: First Choice (+10) 65% (+14) 69% Henkel Brand Health Tracker Report, "Wave1, March-April "11" Synovate

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

A 360 campaign has been developed and launched to communicate the idea, supported by the following elements: 1. Announced TV Ad on top channels to communicate the mechanics of the campaign 2. Winners TV Ads showing the different women whom Pril fulfilled their dreams to further build credibility for the campaign 3. POSM that were hung in retail shops and flyers distributed to the consumers to further explain the mechanics 4. An aggressive outdoor campaign all over Cairo announcing campaign start 5. Print Ads in Newspapers and in Cooking Magazines, announcing the winners 6. On-ground activities with a branded van moving in the different governorates of Egypt encouraging consumers to participate