2012 Winners & Shortlists

The Campaign

What happened in Egypt on January 25th 2011 was exceptional from all aspects; business and personal. JAN 25th revolution wasn’t just a political revolution; it was a complete evolution in Egyptians’ mindset & that’s why most companies were obliged to change their behaviors. School is the best place where kids shape their characters & personalities. However, due to the current economic situation in Egypt, many unfortunate families keep their children out of schools in order to help them in providing life’s basic necessities. Chipsy, with its Egyptian origin, decided to help those deprived families & kids by taking an active role through supporting/promoting the WFP (Food For Education Program). With this program, Chipsy will provide free meals to children and their families in return keep their kids in schools and to allow those deprived kids to get the GREAT opportunity of experiencing a phase in their lives that is very precious.

The Brief

1. Business Objective:  Volume growth by 12% vs. YAGO.  Shares growth by +1% vs. YAGO. B- Behavioral Objective: Chipsy to promote the “DO GOOD” attitude by launching the biggest donation website and getting the maximum number of clicks (500,000 clicks). C- Perceptual Objective: To improve consumers perceptions towards Chipsy Main brand KPI’s Vs. YAGO: • Great Taste +5 • Brand I love +5 • Modern & Up to date +5 • High Quality +5 • International Brand +5 • Trendsetter +20 • For Someone Like me +2

Results

1. Retail Audit Results: • 20% sales volume growth vs. 2010. Objective was 12% growth. • Breaking records and achieving HIGHEST EVER SHARES in PC history + 6% vs. YAGO with 73.3% share out of PC market. Objective was 1%. 2. KPI Results: KPI Plan Achieved Great Taste +5 +18 Brand I love +5 +65 Modern & Up to Date +5 +13 High Quality +5 +11 International Brand +5 +13 Trendsetter +2 +49 For Someone Like me +2 +5 Top of Mind 33 50 Total Spontaneous Awareness 87 88 Past 7 Days Consumption 80 84 Past 24hrs Consumption 42 53

Execution

1.Announcing the Campaign and the initiative through a huge PR event with super star AHMED HELMY being the ambassador to the event. 2.An emotional TVC on the top TV channels to explain and promote the CSR cause. 3.Radio spots on the top rated radio programs 4.PR coverage on the most popular newspapers and magazines. 5.Aggressive outdoor campaign across Cairo & Alexandria. 6.To increase the amount of donations to our cause, we launched the biggest donation website and social networks to promote the cause and increase level of participation. 7. On-ground activation to collect signatures to increase the donation amount was conducted in both Cairo & Delta. 8. 2 new limited flavors were launched with innovative packaging (School back packs) to create more awareness on the campaign. 9. School visits by the AHMED HELMY was done supported by viral videos on top websites and covered across top TV stations and press.

The Situation

Chipsy /WFP campaign idea was mainly driven by consumer insight: “Egyptians want everybody/entity to contribute in rebuilding the country” Because of the instability the country is facing, Chipsy took an active role towards the community & connecting emotionally with its consumers and walk the talk by contributing back to the society. Based on research conducted after the Egyptian revolution it was clear that the issue most Egyptians were concerned about was education. Accordingly the brand decided to support / promotes the WFP (Food for Education Program) through its CSR campaign that provides free meals to children and their families.

The Strategy

What happened in Egypt on January 25th 2011 was exceptional from all aspects; business and personal. JAN 25th revolution wasn’t just a political revolution; it was a complete evolution in Egyptians’ mindset & that’s why most companies were obliged to change their behaviors. The Challenge was: How to cope with the country’s new mindset? How to offer something that fits the country’s new condition? How to standout across the vast amount of CSR initiatives that are being implemented by other companies as well as NGO’s?