2012 Winners & Shortlists

Results and Effectiveness

• Sales growth of 8% vs. same period last year. • 2,198,337 votes for the campaign in 4 weeks. • Doubling of our Facebook community from 300k to 600k in 4 weeks. • 98% brand credibility.

Creative Execution

Donia Ghanem” a multi-talent star was chosen to portray the causes through playing three different characters in the campaign visuals. An Introductory copy was first launched to explain the concept of the campaign. Followed by three separate copies for each of the causes, explaining the different cause and encouraging the people to vote for it. Then bumpers were launched explaining the voting process. Further on, celebrity and regular people testimonial TVC’s portrayed the causes each of the people is supporting. Radio spots on the top rated programs, along with sponsoring Canon time slots. Outdoor presence with digital counters showing the updated number of votes for each cause. Top Newspapers and Magazines were used to support the campaign. Aggressive presence on Digital and Social Media, an online application through which people vote was created. Mobile Short Messaging Service numbers were promoted through all the TVC’s and were the main voting medium.

Insights, Strategy and the Idea

The Egyptian people earned the right to be heard through January 25th revolution, which enhanced the people’s sense of responsibility towards their country. Pepsi wanted to be part of the change taking place in the Egyptian society by incorporating the main concepts of the revolution within the generous spirit of the holy month of Ramadan, all in one campaign. “Who Deserves the Pepsi?” was Pepsi’s Ramadan 2011 campaign through which the people were granted a voice as they got to vote for a cause. Three causes were promoted; education, health, and charity- all for a better Egypt. Throughout the holy month, people voted through interactive media for the cause they thought was most worthy of the Pepsi. The winning cause would receive “The Pepsi”-a financial contribution from Pepsi, all through a brand new approach to CSR.