2012 Winners & Shortlists

The Campaign

When it comes to media viewership, the holy month of Ramadan resembles the super-bowl season. But when it comes to consumption of Carbonated-Soft-Drinks, Ramadan directs consumption to traditional-local-beverages. Since Pepsi is accustomed to developing top-quartile entertaining Ramadan campaigns to boost volume in such a season and since 2010 passed with a volume promotion, 2011 was the year for a comeback. Three elements lead to the concept of the campaign; the Egyptian people embarking on presidential-elections for the first time; Egypt, a country in need and Ramadan, the month of TV entertainment. The concept was to engage all Egyptians in an elections campaign in preparation for their first presidential-elections, by asking for their votes on whether Pepsi should aid in the development of education, health or charity by using the 'Fawazeer' (Musical) platform and recruiting the multitalented star, Donai-Samir-Ghanim to bring the three causes to life; 'Who Deserves the Pepsi?"

Success of the Campaign

We accumulated a total of 2,198,337 votes, which is the most votes ever recieved for a campaign in Egypt. Over 900,000 votes were for the winning cause. According to the Synovate 2011: Fast Tracking Advertisers Radar Report, Pepsi proved to be the preferred Ramadan campaign by 55% of total sample, due to its high level of entertainment and interactivity. All copies scored top quartile and our facebook fanpage doubled in less than a month from 300,000 to 602,000 fans, making it the largest CSD community at the time. Sales volume increased 8% versus Ramadan the year before and consumption rates rocketed by 11 points. Additional Synovate results: Campaign Recall: 59% TOM, 81% Spontaneous awareness 99% found the campaign to be engaging 98% say that its relevant to them 98% believe that it is different and unique +14 points brand association to Ramadan

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

We introduced our 3 characters/causes in a supermarket, whom arrive at the Pepsi stall only to realize there's only 1 bottle left and the supermarket manager to decide who deserves the Pepsi. This was aired 3 days before Ramadan across TV/Radio/Online. We followed by allowing each character to explain her cause and revealed hers voting icon/number, SMS number and facebook application to vote. This was aired throughout Ramadan across TV/Radio/Online/Press/OOH. Our characters continued to rally for more votes through TV tag-ons and Radio speeches 10 days into Ramadan. And to make voting more exciting, our on-ground team hi-jacked Ramadan nightspots and created 3 sensored gates, voters walked through the gate of their choice to cast their vote. They also updated consumers on the amount of votes (recieved by SMS+Facebook) each had on a-daily-basis through our LED outdoor/Twitter/Facebook. Finally, Outdoors/TV copy/ Facebook were updated to release the winning cause.